1. Adkins, S. (2010)Cause-related Marketing: Who Cares Wins. Oxford: Butterworth- Heinemann.
2. De Pelsmacker, P. & Van den Bergh, J. (1997) Ad content, product category, campaign weight and irritation: a study of 226 TV commercials, in Arnott, D.et al. (eds)Marketing: Process, Prospects, Perspectives, Proceedings of the 26th EMAC Conference. Warwick: University of Warwick, pp. 382–400.
3. Ghingold, M. (1981) Guilt arousing communications: an unexplored variable, in Monroe, K. (ed.)Advances in Consumer Research(Vol. 8). Ann Arbor, MI: Association of Consumer Research, pp. 442–448.
4. Lazarus, R.S. (1991)Emotion and Adaptation. New York: Oxford University Press.
5. O’Keefe, D.J. (2002) Guilt as mechanism of persuasion, in Dillard, J.P. & Pfau, M. (eds)The Persuasion Handbook: Developments in Theory and Practice. Thousand Oaks, CA: Sage, pp. 329–344.