The Influence of Mortality Focus on Guilt Advertising Effectiveness

The current research examines the influence of mortality focus on the effectiveness of guilt advertising via two experiments. Mortality focus and type of guilt advertising appeal interacted such that directing the focus of mortality on one's own death (versus other) facilitated effectiveness of guilt-lessening (versus guilt-magnifying) appeals. The mediators of the influences were the motivation to boost self-confidence (versus manage impression). The findings offer practical implications for guilt advertising management and contribute to the literature on consumer guilt, mortality salience, and defensive processing.