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’.
“If they wanted the best impact by inducing guilt, the ad should suggest a small scale commitment, such as ‘Overeating again? How guilty do you feel? Stop overeating and come to yoga classes once a week.’”