Title

The Influence of Mortality Focus on Guilt Advertising Effectiveness

Authors

Sooyeon N. Lee-Wingate
Jae Yun Moon
Mousumi Bose Godbole, Fairfield UniversityFollow

Document Type

Article

Publication Date

2014

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.

Comments

Copyright 2014 M. E. Sharpe Inc. / Taylor &Francis

A link to full text has been provided for authorized users.

Publication Title

Journal of Marketing Theory and Practice

Repository Citation

Lee-Wingate, Sooyeon N.; Moon, Jae Yun; and Godbole, Mousumi Bose, "The Influence of Mortality Focus on Guilt Advertising Effectiveness" (2014). Business Faculty Publications. 171.
https://digitalcommons.fairfield.edu/business-facultypubs/171

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