How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand

Singh, J., Crisafulli, B. and Quamina, L. 2020. How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand. Journal of Advertising Research. 60 (2), pp. 148-162. https://doi.org/10.2501/JAR-2018-049

TitleHow intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand
TypeJournal article
AuthorsSingh, J., Crisafulli, B. and Quamina, L.
Abstract

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company's message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

JournalJournal of Advertising Research
Journal citation60 (2), pp. 148-162
ISSN0021-8499
Year2020
PublisherWorld Advertising Research Center Ltd.
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.2501/JAR-2018-049
Publication dates
Published online08 Jan 2019
Published in printJun 2020

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