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I have to want to do it : gaining 'voluntary' compliance with fear, guilt, and shame appeals in social marketing campaigns

Brennan, Linda and Binney, Wayne 2008, I have to want to do it : gaining 'voluntary' compliance with fear, guilt, and shame appeals in social marketing campaigns, in Social good : from global to local. World Social Marketing Conference, National Social Marketing Centre, Brighton, UK, pp. 1-1.

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Title I have to want to do it : gaining 'voluntary' compliance with fear, guilt, and shame appeals in social marketing campaigns
Author(s) Brennan, Linda
Binney, Wayne
Conference name World Social Marketing Conference (2008 : Brighton, U.K.)
Conference location Brighton, England
Conference dates 29-30 Sep. 2008
Title of proceedings Social good : from global to local. World Social Marketing Conference
Editor(s) French, Jeff
Wymer, Walter
Griffiths, Sian Meryl
Publication date 2008
Conference series World Social Marketing Conference
Start page 1
End page 1
Total pages 1
Publisher National Social Marketing Centre
Place of publication Brighton, UK
Summary This paper presents results from a qualitative study of income support recipients with regard to how they feel about advertising which overtly appeals to their sense of fear, guilt and shame. The motivation of the study was to provide formative research for a social marketing campaign designed to increase compliance with income reporting requirements. This study shows that negative appeals with this group of people are more likely to invoke self-protection and inaction rather than an active response such as volunteering to comply. Social marketers need to consider the use fear, guilt and shame to gain voluntary compliance as the study suggests that there has been an overuse of these negative appeals. While more formative research is required, the future research direction aim would be to develop an instrument to measure the impact of shame on prosocial decision-making; particularly in the context of social networks rather than the wider society.
Notes Received Best Paper Award. Abstract on p.64 of linked document.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2008, National Social Marketing Centre
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30040101

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.