More from DaHee Han's Recent Media Coverage

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Fundraising could improve if tailored to social status

According to research by Desautels professor DaHee Han and her colleagues, charities are losing out on donations by not targeting their fundraising campaigns properly.

Published: 3 Aug 2017

Charitable giving: the wealth factor

A study co-authored by Desautels Assistant Marketing Professor DaHee Han finds that there’s a big difference between the charitable giving habits of the wealthy and the less privileged.

Published: 24 Mar 2017

How Shame and Guilt differ when it comes to Marketing

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

Published: 20 Jan 2015

How shame and guilt can be used to your advantage in marketing

By DaHee Han

There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

Published: 11 Dec 2014

Shameful advertising

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:

Published: 4 Dec 2014

How to successfully use shame and guilt in advertising

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!’

Published: 20 Nov 2014

Feeling Guilty or Ashamed? Think about Your Emotions before You Shop

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.

Published: 16 Oct 2014

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