Note on guilt appeals in advertising

covariate effects of self-esteem and locus of control.

Mary Beth Pinto, N. D. Worobetz

Research output: Contribution to journalComment/debate

5 Citations (Scopus)

Abstract

A 1991 study by Pinto and Priest demonstrated the effectiveness of advertisements employing moderate levels of guilt in inducing guilt responses in subjects. Because individuals' responses to guilt are often influenced by their specific personality characteristics, researchers have pointed to the potential moderating effects of individual difference variables such as level of self-esteem and locus of control on individuals' susceptibility to guilt appeals. A study was conducted to evaluate the possibility that self-esteem and locus of control can act as covariates across three treatment levels of guilt advertising. From a sample of 57 working mothers, advertisements stimulating medium and high levels of guilt elicited significantly greater feelings of guilt in subjects than the control advertisement stimulating low guilt. However, the relationship between susceptibility to guilt appeals and self-esteem and locus of control was not observed to covary.

Original languageEnglish (US)
Pages (from-to)19-22
Number of pages4
JournalPsychological Reports
Volume70
Issue number1
StatePublished - Feb 1992

Fingerprint

Guilt
Internal-External Control
Self Concept
Clergy
Individuality
Personality
Emotions
Mothers
Research Personnel

All Science Journal Classification (ASJC) codes

  • Psychology(all)

Cite this

@article{472d68487a99409dac6b054e686e7bf2,
title = "Note on guilt appeals in advertising: covariate effects of self-esteem and locus of control.",
abstract = "A 1991 study by Pinto and Priest demonstrated the effectiveness of advertisements employing moderate levels of guilt in inducing guilt responses in subjects. Because individuals' responses to guilt are often influenced by their specific personality characteristics, researchers have pointed to the potential moderating effects of individual difference variables such as level of self-esteem and locus of control on individuals' susceptibility to guilt appeals. A study was conducted to evaluate the possibility that self-esteem and locus of control can act as covariates across three treatment levels of guilt advertising. From a sample of 57 working mothers, advertisements stimulating medium and high levels of guilt elicited significantly greater feelings of guilt in subjects than the control advertisement stimulating low guilt. However, the relationship between susceptibility to guilt appeals and self-esteem and locus of control was not observed to covary.",
author = "Pinto, {Mary Beth} and Worobetz, {N. D.}",
year = "1992",
month = "2",
language = "English (US)",
volume = "70",
pages = "19--22",
journal = "Psychological Reports",
issn = "0033-2941",
publisher = "Ammons Scientific Ltd",
number = "1",

}

Note on guilt appeals in advertising : covariate effects of self-esteem and locus of control. / Pinto, Mary Beth; Worobetz, N. D.

In: Psychological Reports, Vol. 70, No. 1, 02.1992, p. 19-22.

Research output: Contribution to journalComment/debate

TY - JOUR

T1 - Note on guilt appeals in advertising

T2 - covariate effects of self-esteem and locus of control.

AU - Pinto, Mary Beth

AU - Worobetz, N. D.

PY - 1992/2

Y1 - 1992/2

N2 - A 1991 study by Pinto and Priest demonstrated the effectiveness of advertisements employing moderate levels of guilt in inducing guilt responses in subjects. Because individuals' responses to guilt are often influenced by their specific personality characteristics, researchers have pointed to the potential moderating effects of individual difference variables such as level of self-esteem and locus of control on individuals' susceptibility to guilt appeals. A study was conducted to evaluate the possibility that self-esteem and locus of control can act as covariates across three treatment levels of guilt advertising. From a sample of 57 working mothers, advertisements stimulating medium and high levels of guilt elicited significantly greater feelings of guilt in subjects than the control advertisement stimulating low guilt. However, the relationship between susceptibility to guilt appeals and self-esteem and locus of control was not observed to covary.

AB - A 1991 study by Pinto and Priest demonstrated the effectiveness of advertisements employing moderate levels of guilt in inducing guilt responses in subjects. Because individuals' responses to guilt are often influenced by their specific personality characteristics, researchers have pointed to the potential moderating effects of individual difference variables such as level of self-esteem and locus of control on individuals' susceptibility to guilt appeals. A study was conducted to evaluate the possibility that self-esteem and locus of control can act as covariates across three treatment levels of guilt advertising. From a sample of 57 working mothers, advertisements stimulating medium and high levels of guilt elicited significantly greater feelings of guilt in subjects than the control advertisement stimulating low guilt. However, the relationship between susceptibility to guilt appeals and self-esteem and locus of control was not observed to covary.

UR - http://www.scopus.com/inward/record.url?scp=0026812493&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0026812493&partnerID=8YFLogxK

M3 - Comment/debate

VL - 70

SP - 19

EP - 22

JO - Psychological Reports

JF - Psychological Reports

SN - 0033-2941

IS - 1

ER -