The persuasiveness of guilt appeals over time: Pathways to delayed compliance

Show simple item record Antonetti, Paolo Baines, Paul Jain, Shailendra 2018-06-26T14:51:22Z 2018-06-26T14:51:22Z 2018-05-03
dc.identifier.citation Paolo Antonetti, Paul Baines and Shailendra Jain. The persuasiveness of guilt appeals over time: Pathways to delayed compliance. Journal of Business Research, Volume 90, September 2018, Pages 14-25 en_UK
dc.identifier.issn 0148-2963
dc.description.abstract Past research on guilt-elicitation in marketing does not examine how the communications' effects might persist over time, when there is a gap between advertising at time 1 and the time of choice consideration at time 2. This study explores the processes leading to delayed compliance through guilt-based communications. Guilt elicitation enhances transportation into the message, driving message compliance through the effect of transportation. Transportation explains the effects recorded several days after campaign exposure. The influence of transportation is mediated by two pathways: increases in anticipated guilt and perceived consumer effectiveness. The message type moderates the relevance of different pathways in explaining persuasiveness. Appeals delivered through a text and image message (rather than text only) are more effective in driving compliance and shape reactions via guilt anticipation. The study raises important implications for research on the use of guilt appeals and the design of more effective messages based on this emotion. en_UK
dc.language.iso en en_UK
dc.publisher Elsevier en_UK
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International *
dc.rights.uri *
dc.subject Guilt appeals en_UK
dc.subject Persuasion en_UK
dc.subject Guilt elicitation en_UK
dc.subject Narrative transportation en_UK
dc.subject Emotions en_UK
dc.subject Anticipated guilt en_UK
dc.title The persuasiveness of guilt appeals over time: Pathways to delayed compliance en_UK
dc.type Article en_UK

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