Authors: Han, D., Duhachek, A., and Rucker, D.D.
Publication: Journal of Consumer Psychology
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Published on: 30 Oct 2015
Authors: So, J., Achar, C., Han, D.H., Agrawal, N., Duhachek, A., Maheswaran, D.
Publication: Journal of Consumer Psychology
Abstract
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Published on: 29 May 2015
Written by DaHee Han
You’d be right in thinking that shame and guilt are negative emotions, but they can actually be used to create successful marketing campaigns. What marketers really need to know is that both emotions have different effects on consumers.
Read full article: Digital Marketing, January 9, 2015
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Published on: 20 Jan 2015
Shame and guilt have different effects on consumer buying habits, new research from the Desautels Faculty of Management in Canada finds.
... Professor DaHee Han says:
“To get the best response, a fitness club could produce an ad that induces shame and highlights the bigger picture, such as ‘Are you overweight? How ashamed do you feel? Stop overeating, join our fitness programme and feel healthy all the time’.
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Published on: 4 Dec 2014
Shame and guilt have different effects on consumer buying habits, new research from the Desautels Faculty of Management in Canada finds.
... Professor DaHee Han says: “To get the best response, a fitness club could produce an ad that induces shame and highlights the bigger picture, such as ‘Are you overweight? How ashamed do you feel? Stop overeating, join our fitness programme and feel healthy all the time!’
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Published on: 20 Nov 2014
Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research, feeling guilty might find you comparing calories in different cartons of ice cream. Feeling ashamed might keep you from buying any ice cream in the first place.
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Published on: 16 Oct 2014
