Breadcrumbs

WMS research seminar: 'The use of self-conscious emotions in effective advertising appeals'

Date Tuesday 24 September 2019
Time 10am - 11am
Where MSB.4.02, Waikato Management School, Hillcrest Road, Hamilton
Presenter Professor Marla Royne Stafford (University of Nevada, Las Vegas)
Admission Cost Free

Professor Marla Royne Stafford (University of Nevada, Las Vegas) will present a research seminar on 'The use of self-conscious emotions in effective advertising appeals' on Tuesday, 24 September.

All staff and students are invited to attend this seminar in room MSB.4.02, hosted by Waikato Management School, which starts at 10am. The seminar will be of particular interest to those interested in marketing and public relations.

Professor Stafford examines guilt and shame appeals in health advertising messages.

Her research has found that a guilt appeal is more persuasive when an individual has an accessible inter-dependent self-construal. By contrast, a shame appeal is more persuasive when an individual has an accessible independent self-construal.

Message acceptance plays an important role in the relationship between the interaction effect and both message persuasiveness and behavioural intention.

Speaker's bio:

Professor Stafford is the Executive Associate Dean of Academic Affairs at the University of Nevada, Las Vegas. She has a PhD in Marketing from the University of Georgia, and a Master of Business Administration from Rollins College.

She is a past-president of the American Academy of Advertising and past editor-in-chief of the Journal of Advertising.