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. Attached Files Name Description MIMEType Size Downloads binney-ihave-2008.pdf Published version application/pdf 231.11KB 152 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: Faculty of Business and Law Deakin Business School Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Wed, 09 Nov 2011, 13:17:38 EST Wed, 23 Nov 2011, 07:58:39 EST Wed, 08 Feb 2012, 16:02:28 EST Fri, 24 Jan 2014, 10:47:35 EST Fri, 24 Jan 2014, 10:48:05 EST Mon, 23 Jun 2014, 11:39:51 EST Mon, 23 Jun 2014, 11:40:31 EST Mon, 23 Jun 2014, 11:42:38 EST Fri, 27 Jun 2014, 14:51:23 EST Fri, 27 Jun 2014, 14:51:54 EST Wed, 17 Sep 2014, 19:49:58 EST Fri, 19 Sep 2014, 14:32:48 EST Fri, 19 Sep 2014, 14:33:18 EST Fri, 10 Oct 2014, 08:50:08 EST Fri, 14 Nov 2014, 07:43:30 EST Tue, 06 Sep 2016, 17:42:23 EST Tue, 05 Dec 2017, 12:26:45 EST Fri, 07 Sep 2018, 15:34:06 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 419 Abstract Views, 152 File Downloads  -  Detailed Statistics Created: Wed, 09 Nov 2011, 13:17:38 EST