KOREASCHOLAR

ADVERTISING GUILT-LADEN TOURISM PRODUCTS: BEYOND CULTURAL DIFFERENCES

Isabella Soscia, Girish Prayag, Ozlem Hesapci
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315133
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
p.1104
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The objective of the study is to assess the effectiveness of guilt-decreasing appeals in
reducing anticipated guilt toward a luxury vacation and not comprising happiness
across two cultures with different values. The results have practical implications for
designing global advertising strategies and execution using this emotional appeal.

Keyword
guilthappinesscultural valuesad credibilityadvertising appealsvacationChinese consumers
Author
  • Isabella Soscia(SKEMA Business School, France)
  • Girish Prayag(University of Canterbury, New Zealand)
  • Ozlem Hesapci(Bogazici University, Turkey)