Don’t Make Me Feel Guilty! Examining the Effect of a Past Moral Deed on Perceived Irritation with Guilt Appeals in Environmental Advertising
Author:
Affiliation:
1. School of Media and Strategic Communications, Oklahoma State University, Stillwater, Oklahoma, USA
2. Department of International Business and Trade, School of Global Convergence Studies, INHA University, Incheon, South Korea
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10641734.2022.2122638
Reference101 articles.
1. Causes of Irritation in Advertising
2. Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt
3. Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices
4. The self-importance of moral identity.
5. Emojis and assertive environmental messages in social media campaigns
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