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| Influence Mechanism of Guilt Advertising Appeal on Consumers' Ethical Consumption Intention |
| YUE Beibei1, SHENG Guanghua2 |
1.Business School, Qingdao University
2.School of Business and Management, Jilin University |
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Abstract: Based on cognitive dissonance theory and psychological reactance theory, the research investigates the internal influence mechanism of guilt and non-guilt advertising appeals on consumers' ethical consumption intention in ethical marketing through two experiments. The findings show that compared with the non-guilt appeals, guilt appeals can significantly enhance consumers' ethical consumption intention, and compulsive feeling and inferences of manipulative intent play a dual mediating role, and the mediating effect is moderated by consumer involvement. Specifically, for those consumers with a low level of consumer involvement, compared with non-guilt appeals, guilt appeals can induce compulsive feelings and inferences of manipulative intent, thus increasing ethical consumption intention. While for those consumers with a high level of consumer involvement, compared with guilt appeals, non-guilt appeals can induce compulsive feelings and inferences of manipulative intent, thus increasing ethical consumption intention. The findings are helpful for enterprises to design advertising for ethical products, reduce the audience's psychological reactance effectively, improve the audience's advertising experience, and thus promote ethical consumption.
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Received: 10 December 2021
Published: 15 August 2022
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2022, Vol. 42 
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