Researchers Find That an Intense Guilt Trip in Advertising Turns Consumers Off to Brands

Cause-related marketing needs to balance a fine line

The Pepsi ad that missed the mark with consumers. Pepsi

The patron saint of heavy-handed cause advertising is likely Sally Struthers. Though her intentions for Save the Children are laudable, some of the ads that she starred in during her two decades as a spokesperson for the charity used massive doses of guilt to loosen wallets and, ultimately, raise a great deal of money. Today, however, brands continue to dive deeper into their own cause and purpose-led activities, and new research published by the Journal of Advertising Research shows that a more heavy-handed approach can negatively impact consumer perceptions.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"brand-marketing"}