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The Influence Of Mortality Focus On Guilt Advertising Effectiveness

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dc.contributor.author Wingate, Nikki
dc.contributor.author Moon, JaeYun
dc.contributor.author Bose, Mousumi
dc.date.accessioned 2017-03-30T19:15:45Z
dc.date.available 2017-03-30T19:15:45Z
dc.date.issued 2017-03-24
dc.identifier.uri https://scholarworks.bridgeport.edu/xmlui/handle/123456789/1860
dc.description.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. en_US
dc.language.iso en_US en_US
dc.subject Advertising en_US
dc.subject Guilt advertising en_US
dc.subject Morality en_US
dc.title The Influence Of Mortality Focus On Guilt Advertising Effectiveness en_US
dc.type Presentation en_US
dc.institute.department School of Business en_US
dc.institute.name University of Bridgeport en_US
dc.event.location Bridgeport, CT en_US
dc.event.name Faculty Research Day en_US


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