Studying the impact of charity guilt appeals advertising in TVC on consumer's purchasing intention
Abstract
Advertising is one of wonderful marketing tools that can help businesses bring their essences to customer in the fastest way. Thus, it has been effectively used and continuously exploited. Of all various appeals that can take part in advertising, guilt appeal probably can be one of the most important appeals that we need to consider. However, it just received little attention until 1981 when Gingold started pointing out the value of guilt appeal in advertising. Following this, a number of researches about this issue have been conducted (e.g., LaBarge and Godek, 2006; Debra, Nancy and Michael, 2008; Lwin, M., 2009; Pinto, M.B, 1995) Of all of those researches, perhaps the study of Hibbert (2007) which illustrated how the customers’ response to charity guilt appeals is the most significant one as it signal the direct relationship between guilt appeal and customer's decision making in selecting products. This study was based on Persuasion Knowledge Model (PKM) studied by Friestad and Wright (1994) which described how customers cope with the persuasion attempt from agents by using their persuasion knowledge. Due to the outstanding characteristics as well as the conveniences of this model, it will be the theoretical framework in this paper to examine the same problem in Vietnamese market. Besides, because of the social context that watching television has become a vital part of Vietnamese daily life, this
paper therefore will focus on charity guilt appeals in television channel (TVC).
The triangulation approach will be applied in this paper. Such merge of qualitative and quantitative methods will help approach more valuable data. In addition, using qualitative method also help modify the model fitting Vietnamese context better. There are still some limitations in this research. However, this document generally does explain how guilt appeal can be a good strategy for companies to improve their brand awareness as well as promote the brand identity to
be outstanding over other competitors. Finally, this paper will finish by giving some applicable recommendations for businesses in advertising industries that can be used
to implement this strategy in the most effective and comprehensive method.