Domestos, for example, warns consumers in its advertising about the germiest places in their homes. Guilt Trip’s Neophytou says that the middle-class anxiety this evokes is simply another version of ...

Guilt is never put to the test – it’s ever present.” While fear may come and go, guilt is always on consumers’ minds. One example of a brand that has been tapping into Britons’ inner guilty ...

Adding a feel-good emotion to a guilt appeal—hope or pride, for example—works better. For one thing, it reduces people’s defensiveness, and that’s the first step: make sure they don’t ...

Samar Kagalwalla, Head of Marketing and Growth, Onsurity, writes about the changing face of Guilt Marketing and how strategies can be made which appeal to the rational nature of humans 0 Login ...

PULLMAN, Wash. – Invoking a sense of guilt—a common tool used by advertisers, fundraisers and overbearing parents everywhere—can backfire if it explicitly holds a person responsible for ...

Guilt, like pride and shame, is thought to be a unique emotion to human beings, tied to high-level pursuits that go beyond meeting an individual's basic needs, Peng said, such as a person's role ...