Shameful advertising
Shame and guilt have different effects on consumer buying habits, new research from the Desautels Faculty of Management in Canada finds.
...听笔谤辞蹿别蝉蝉辞谤 DaHee Han says:
鈥淭o get the best response, a fitness club could produce an ad that induces shame and highlights the bigger picture, such as 鈥楢re you overweight? How ashamed do you feel? Stop overeating, join our fitness programme and feel healthy all the time鈥�.
鈥淚f they wanted the best impact by inducing guilt, the ad should suggest a small scale commitment, such as 鈥極vereating again? How guilty do you feel? Stop overeating and come to yoga classes once a week.鈥欌��
Read full article: , November 27, 2014
Read relevant article:聽, December 2, 2014
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