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

This study investigates the role of guilt appeal intensity in cause marketing advertising. Employing an experiment, the study reveals that guilt appeals in cause marketing communications are effective at fostering positive corporate image perceptions when low in intensity. Low intensity appeals stimulate consumer-company identification and lower inferences of negative motives of the company, both contributing to shaping perceptions of corporate image perceptions and purchase intentions. The study extends advertising research on the efficacy of low intensity guilt appeals in cause marketing advertising. Crucially, it advances knowledge on the psychological processes underlying consumer responses to guilt appeals in cause marketing advertising.