Singh, Crisafulli, Quamina


  • Guilt-appeal intensity, as manifested with varying levels of emotion aroused by advertisements, influences consumer perceptions of corporate image.
  • Guilt appeals that are high in emotional intensity are perceived as manipulative and can affect consumer perceptions and sales.
  • Evoking high-intensity guilt appeals should be avoided in cause-related marketing advertising.
  • Pretesting is recommended for guilt-appeal advertisement copy conveying positive motives of the brand’s support to the social cause.