The Ambivalent Effects of Giving Back: Exploring the Self-
Regulationof 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.
Dr. Joshua Coleman Assistant Professor Missouri State University Dissertation Defense: May 2017 Chair: Dr. Marla Stafford