Following the cognitive functional model in persuasive communication and the self-construal theory, this two-study design project examines the impact of guilt and shame in charity advertising. Study 1 was a survey that investigated the extent to which anticipatory guilt and shame operate in affecting people's purchase intention relating to a product with social causes. Study 2 was an experiment that examined the impact of guilt versus shame appeals in processing charity advertising messages. The role of self-construal was examined in both studies. Results indicated that both the anticipatory guilt and ad-induced guilt were positively connected with behavioral intentions. People with higher interdependent self-construal were more prone to charitable behaviors. The anticipatory shame was positively connected with behavioral intention, whereas the ad-induced shame was not. In addition, self-construal negatively moderated the effect of shame, such that the impact of anticipatory shame and shame arousal on behavioral intentions were more pronounced among people with higher independent self-construal.

中文翻译：

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慈善广告中内疚和羞耻的影响：自我建构的作用

遵循说服性沟通中的认知功能模型和自我解释理论，这个两项研究的设计项目研究了慈善广告中内疚和羞耻的影响。研究 1 是一项调查，调查了预期内疚和羞耻在多大程度上影响人们购买具有社会原因的产品的意愿。研究 2 是一项实验，研究了内疚与羞耻诉求在处理慈善广告信息中的影响。两项研究都检验了自我构念的作用。结果表明，预期内疚和广告诱导内疚都与行为意图呈正相关。具有较高相互依赖自我构念的人更容易进行慈善行为。预期羞耻与行为意图呈正相关，而广告引起的羞耻则不是。此外，自我建构对羞耻的影响具有负向调节作用，因此在独立自我建构较高的人中，预期羞耻和羞耻激发对行为意图的影响更为明显。