Measuring existential guilt appeals on donation intention

This study explores the relationships between existential guilt, attitude towards the brand, inferences of manipulative intent, donation intentions and donation behaviour. Results show existential guilt and favourable prior attitude towards the brand increased the likelihood of donation intentions. Donation intention and donation behaviour was also positively linked. Managerial implications and future directions radiating from the results are discussed. Keyword: Existential guilt, charitable donation, actual donation behaviour, World Vision, guilt appeals Page 1 of 9 ANZMAC 2009