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The Ambivalent Effects of Giving Back: Exploring the Self-

Regulation
of Guilt and Pride in a Cause-Related

​Marketing Context

​ABSTRACT
This dissertation explores effective methods for advertising cause-related marketing efforts through the use of two self-conscious emotions, guilt and pride, and an application of regulatory focus theory across three related studies. In Study 1, it is shown that regulatory fit results in favorable attitudes and word of mouth intentions. Study 2 demonstrates that self-efficacy serves as a moderated mediating variable between regulatory orientations and attitudes for ads. Study 3 uses a triangulated approach involving self-report measures, behavioral indices, and physiological measurement technology to confirm and provide a multifaceted understanding of the effects found in Studies 1 and 2.
Picture
Dr. Joshua Coleman
​Assistant Professor
Missouri State University
Dissertation Defense: May 2017
Chair: Dr. Marla Stafford
​

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  • Home
  • About
    • Facility
    • Capabilities >
      • iMotions Software
      • EEG
      • Eye Tracking
      • Facial Expression Analysis
      • Core Biometrics
      • Voice Analysis
      • Implicit Testing
      • Psycholinguistics
    • Services >
      • Ad Testing
      • User Experience (UX)
      • Brand Positioning
      • Focus Groups
      • Offsite Meetings
    • People >
      • Leadership
      • Research Affiliates
      • Lab Assistants
  • Research
    • Dissertations >
      • Online Reviews
      • Info Search
      • Cause Marketing
    • Super Bowl Ad Study
    • Ongoing Studies
    • FCBE Subject Pool
  • Contact