Article
The Influence of Mortality Focus on Guilt Advertising Effectiveness
Journal of Marketing Theory and Practice
Document Type
Article
Publication Date
1-1-2014
Disciplines
Abstract
The current research examines the influence of mortality focus on the effectiveness of guilt advertising via two experiments. Mortality focus and type of guilt advertising appeal interacted such that directing the focus of mortality on one's own death (versus other) facilitated effectiveness of guilt-lessening (versus guilt-magnifying) appeals. The mediators of the influences were the motivation to boost self-confidence (versus manage impression). The findings offer practical implications for guilt advertising management and contribute to the literature on consumer guilt, mortality salience, and defensive processing.
Published Citation
Sooyeon N. Lee-Wingate, Jae Yun Moon and Mousumi Bose, (2014) "The Influence of Mortality Focus on Guilt Advertising Effectiveness," Journal of Marketing Theory and Practice, 22, no.1, p. 103-114.
DOI
10.2753/MTP1069-6679220107
Peer Reviewed
Citation Information
Sooyeon N. Lee-Wingate, Jae Yun Moon and Mousumi Bose Godbole. "The Influence of Mortality Focus on Guilt Advertising Effectiveness" Journal of Marketing Theory and Practice Vol. 22 Iss. 1 (2014) Available at: http://works.bepress.com/mousumi-godbole/5/
Copyright 2014 M. E. Sharpe Inc. / Taylor &Francis
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