EXPLORING THE EFFECTIVENESS OF GUILT IN A LUXURY BRANDING CONTEXT
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2015.06
- 6페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Michael Lwin, Ian Phau
영어 초록
Scholars have classified guilt as, anticipatory, reactive, and existential guilt. Past studies show that specific types of guilt appeals are more effective in advertising (e.g. Lindsey, 2005). However, researchers have mostly relied on the use of unified guilt to investigate advertising effectiveness. Thus the paper highlights the inherent need to investigate a specific type of guilt, namely anticipatory guilt in a luxury branding context. The paper will fill this gap by measuring consumer’s reactions to anticipatory guilt within two luxury product categories (non-durable and durable). The research is one of the first to explore anticipatory guilt in a luxury advertising context. Considering the importance of the guilt appeals in advertising, the paper provides a comparison of anticipatory guilt under three different conditions. Thus, it provides a greater understanding of an advertising tool for practitioners and scholars.
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