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

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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: World Social Marketing Conference 2008, 29-30 September 2008, Brighton and Hove City, England. (Unpublished)


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

Item type Conference or Workshop Item (Paper)
URI https://vuir.vu.edu.au/id/eprint/5839
Official URL http://www.tcp-events.co.uk/wsmc/downloads/WSMC_Ac...
Subjects Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1504 Services
Historical > SEO Classification > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Keywords ResPubID16529, emotional appeal, social marketing, self-persuasive, fear appeals, income support recipients
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