Psychological Underpinnings of Guilt Marketing: A Study of Emotional Triggers and Consumer Responses

Abstract

Guilt marketing, which is becoming increasingly prevalent in contemporary media, attempts to evoke feelings of guilt in consumers, appealing to their sense of guilt and making them more susceptible to purchasing the advertised product. In this article, we will examine the emotions that guilt marketing triggers in consumers, the motivations that drive these emotions, and the ethics of using guilt as a marketing strategy. The study, based on a sample of 110 respondents, examines the relationship between exposure to guilt-inducing ads, affective states such as empathy and responsibility, and consumer reactions. Research has shown that exposure to guilt appeals has a significant positive effect on morality, with empathy emerging as a key mediator of this effect. However, it also raises ethical concerns, as almost half of those surveyed felt that the ads were manipulating them, and most thought the ads were unethical. The contribution of these findings is for marketers interested in achieving a balance between efficacy and ethical responsibility, as well as the practical implications that can impact ideas on marketing strategy, consumer trust, and shape policies regarding the regulation of guilt in advertising.