Title

Pride, Guilt, and Self-Regulation in Cause-Related Marketing Advertisements

Document Type

Article

Publication Date

12-10-2019

Publication Title

Journal of Advertising

First page number:

1

Last page number:

27

Abstract

The use of cause-related marketing (CRM), which occurs when company donations are tied to consumer transactions, has increased significantly in recent years. Traditionally, marketers seeking to advertise charitable support have used guilt appeals. More recently, however, positive appeals such as pride have emerged as viable alternatives. This research explores the effectiveness of guilt and pride appeals in CRM advertising through an application of regulatory focus theory. Across three studies, it is demonstrated that pride appeals are effective for individuals with promotion regulatory orientations. These findings are replicated and explained through the mediating variable of self-efficacy. In addition, the effectiveness of guilt appeals does not differ based on regulatory orientation. This work offers novel findings on the understudied emotion of pride, as well as a more robust understanding of guilt appeals in CRM advertising.

Disciplines

Advertising and Promotion Management | Marketing

Language

English

UNLV article access

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