 The effectiveness of guilt and shame appeals on health communications: The moderating role of self-construal and personal cultural orientationSinh Nguyen, Daniel Laufer and Jayne Krisjanous Australasian marketing journal, 2020, vol. 28, issue 4, 310-324 Abstract: This study examines the moderating effects of self-construal and personal cultural orientation on the relationships between guilt and shame appeals and health message compliance. Binge drinking is chosen as the health issue for this study and a between-subjects experiment (n = 301) was conducted to test the model. The study makes several contributions to the literature of communications using guilt and shame appeals by exploring conditions under which such appeals are more effective. The main effect of self-construal on guilt/shame arousals was found, but no interactive effect with referencing or sources of evaluation. The effect of personal cultural orientation, which has been under-researched in the guilt and shame emotions, on message compliance supported an interactive effect with emotion type. Novelly, the methodological value of this research is in the study of response/emotional arousal from the stimulus, not the stimulus/appeal itself. Keywords: Guilt; Shame; Self-construal; Personal cultural orientation; Binge drinking; Health communications; Self-conscious emotion (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:28:y:2020:i:4:p:310-324 DOI: 10.1016/j.ausmj.2020.08.002 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
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