- Concerned, responsible and guilty? Testing a model of guilt arousal and effects in environmental campaigns
- Conference papers: International Communication Association: annual meeting
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
Guilt has been identified as a crucial factor mediating the effects of social campaigns, for instance, on charity giving. So far, however, knowledge regarding the process of guilt arousal is limited. Who is especially susceptible to guilt arousal and how does guilt influence campaign effects? This paper studies processes of guilt arousal and effects through exposure to environmental campaigns. Following the Extended Parallel Process Model, environmental involvement and efficacy are introduced as main predictors. The proposed model is tested by a stimulus driven survey (N = 201). The results show that guilt arousal reinforces persuasive effects when prior concern is high. While efficacy predicts donation intention, it is not a premise of guilt arousal. The main implication is that guilt arousal enhances campaign effects for those with a high involvement but is the wrong strategy to reach those with a low involvement prior to exposure.
- Proceedings title: Paper presented at the annual conference of the International Communication Association, Seattle Sheraton
Hotel, Seattle, Washington, May 21, 2014
Publisher: International Communication Association
Place of publication: Washington, DC
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.