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.

Dr. Joshua Coleman
​Assistant Professor
Missouri State University
Dissertation Defense: May 2017
Chair: Dr. Marla Stafford
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