Guilt appeals: persuasion knowledge and charitable giving

S.A. Hibbert, A. Smith, A. Davies, F. Ireland

Research output: Contribution to journalArticle

138 Citations (Scopus)

Abstract

This paper applies the persuasion knowledge model to explain consumers' responses to charity guilt appeals. With data obtained through a stimuli-driven survey, the research examines the relationships between knowledge of persuasion tactics and charities, and the level of felt guilt experienced in response to an advertisement and subsequent donation intentions. The findings show that guilt arousal is positively related to donation intention, and that persuasion and agent knowledge impact the extent of guilt aroused. The research confirms that consumers are active rather than passive processors of marketing communications by revealing the role of persuasion and agent knowledge as methods of coping with and informing responses to guilt appeals. Specifically, the research finds that manipulative intent and the respondents' skepticism toward advertising tactics in general are negatively related to guilt arousal but that their affective evaluation and beliefs about a charity are positively related to feelings of guilt. However, it also shows that there is a positive direct relationship between perceived manipulative intent and the intention to donate. © 2007 Wiley Periodicals, Inc.
LanguageEnglish
Pages723-742
Number of pages19
JournalPsychology and Marketing
Volume24
Issue number8
DOIs
Publication statusPublished - Aug 2007

Fingerprint

Persuasive Communication
Guilt
Charities
Arousal
Research
Charitable giving
Persuasion knowledge model
Marketing
Emotions
Communication

Keywords

  • persuasion knowledge model
  • charity

Cite this

Hibbert, S. A., Smith, A., Davies, A., & Ireland, F. (2007). Guilt appeals: persuasion knowledge and charitable giving. Psychology and Marketing, 24(8), 723-742. https://doi.org/10.1002/mar.20181
Hibbert, S.A. ; Smith, A. ; Davies, A. ; Ireland, F. / Guilt appeals: persuasion knowledge and charitable giving. In: Psychology and Marketing. 2007 ; Vol. 24, No. 8. pp. 723-742.
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Hibbert, SA, Smith, A, Davies, A & Ireland, F 2007, 'Guilt appeals: persuasion knowledge and charitable giving' Psychology and Marketing, vol. 24, no. 8, pp. 723-742. https://doi.org/10.1002/mar.20181

Guilt appeals: persuasion knowledge and charitable giving. / Hibbert, S.A.; Smith, A.; Davies, A.; Ireland, F.

In: Psychology and Marketing, Vol. 24, No. 8, 08.2007, p. 723-742.

Research output: Contribution to journalArticle

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