Abstract:
The current research examined 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 (vs. other) facilitated effectiveness of guilt-lessening (vs. guilt-magnifying) appeals. The mediators of the influences were the motivation to boost self-confidence (vs. manage impression). The findings contribute to the literatures on consumer guilt, mortality salience, and defensive processing, while offering practical implications for guilt advertising management.
