The Effectiveness of Guilt and Shame Ad Appeals in Social Marketing: The Role of Regulatory Focus

ABSTRACT

This work examines the interplay of emotional appeal (guilt versus shame) and regulatory focus of the message (promotion versus prevention) on consumer response to a social marketing campaign. Specifically, we suggest that a match between emotional appeal and regulatory focus of the message results in more favorable consumer response in the form of behavioral intention. This work also examines message acceptance and self-efficacy as mediators to the moderated effects of emotional appeal and regulatory focus of the message. Results suggest that both message acceptance and self-efficacy mediate the interaction effects. Findings offer implications to advertisers and social marketers.