Guilt and shame across cultures: feasibility appeals in environmental brand activism advertising

초록

This research examines how feasibility versus desirability appeals shape purchase intentions in environmental brand activism advertising and when this effect is strengthened by guilt and shame across cultures. Study 1 shows that feasibility appeals increase purchase intentions by enhancing perceived brand activism fit and brand authenticity. Study 2 demonstrates that, in a U.S. context, guilt-primed participants respond more favorably to feasibility than desirability appeals, whereas shame-primed participants show no significant difference. Study 3 reveals a culturally contingent pattern: among Americans, guilt activates the persuasive advantage of feasibility appeals, whereas among Koreans, shame activates that same advantage. Theoretical and practical implications for environmental brand activism campaigns are discussed.

키워드