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.

• Isabella Soscia(SKEMA Business School, France)
• Girish Prayag(University of Canterbury, New Zealand)
• Ozlem Hesapci(Bogazici University, Turkey)