Factors in the effectiveness of anticipatory guilt and shame appeals on health communications: The role of self-construal, regulatory focus and personal cultural orientation

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Title

Factors in the effectiveness of anticipatory guilt and shame appeals on health communications: The role of self-construal, regulatory focus and personal cultural orientation

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Description

Negative emotional appeals are commonly used in health messages to cut through the clutter and promote health behaviour change. A research gap exists as to how the emotions of guilt and shame and respective arousals to these emotions act to influence compliance with health messages. Research rarely distinguishes between guilt and shame appeals, different emotional and psychological responses to the two types of appeals, and the main moderators that influence the response to these appeals. To ...

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Date created

01 Sep, 2022

Creator

Nguyen, Sinh Hoang

URL

https://figshare.com/articles/thesis/Factors_in_the_effectiveness_of_anticipatory_guilt_and_shame...

Related subjects

Guilt / Shame / Coping response / Self-construal / Regulatory focus / Personal cultural orientation / Binge drinking / Emotional appeal / Health communications / School: School of Marketing and International Business / 150502 Marketing Communications / 970115 Expanding Knowledge in Commerce, Management, Tourism and Services / Degree Discipline: Marketing / Degree Level: Doctoral / Degree Name: Doctor of Philosophy / Marketing Communications / Marketing communications

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