How intensity of cause-related marketing guilt appeals influences consumers : the roles of company motive and consumer identification with the brand

ABSTRACT When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company9s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.