How to successfully use shame and guilt in advertising

News

Published: 20Nov2014

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!’

Read full article: BDaily, November 18, 2014

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