Fear, guilt, and shame appeals in social marketing
Fear, guilt, and shame appeals in social marketing
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DOI：
10.1016/j.jbusres.2009.02.006
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发表时间：
2010-02-01
影响因子：
11.3
通讯作者：
Binney, Wayne
中科院分区：
文献类型：
--
作者：
Brennan, Linda;Binney, Wayne
本文提出了一项关于收入支持接受者如何看待广告的定性研究结果，广告公然吸引了他们的恐惧、内疚和羞耻感。这项研究的动机是为一项旨在提高收入报告要求的社会营销活动提供形成性研究。这项研究表明，对这群人的负面呼吁更有可能引发自我保护和不作为，而不是主动回应，比如自愿遵守。社交营销人员需要考虑使用恐惧、内疚和羞耻来获得自愿遵守，因为研究表明，过度使用这些负面吸引力。虽然还需要更多的形成性研究，但未来的研究方向是开发一种测量羞耻对亲社会决策影响的工具；特别是在紧密的社交网络而不是更广泛的社会背景下。(C) 2009爱思唯尔公司版权所有。
This paper presents the results from a qualitative study of income support recipients with regard to how they feel about advertising which overtly appeals to their sense of fear, guilt and shame. The motivation of the study was to provide formative research for a social marketing campaign designed to increase compliance with income reporting requirements. This study shows that negative appeals with this group of people are more likely to invoke self-protection and inaction rather than an active response such as volunteering to comply. Social marketers need to consider the use of fear, guilt and shame to gain voluntary compliance as the study suggests an overuse of these negative appeals. While more formative research is required, the future research direction aim would be to develop an instrument to measure the impact of shame on pro-social decision-making; particularly in the context of close social networks rather than the wider society. (C) 2009 Elsevier Inc. All rights reserved.