/channels/taxonomy/term/3229/all en /channels/news/shameful-advertising-240563 <p>Shame and guilt have different effects on consumer buying habits, new research from the <strong>Desautels Faculty of Management</strong> in Canada finds.</p> <p>... Professor <strong>DaHee Han</strong> says:</p> <div> <p>“To get the best response, a fitness club could produce an ad that induces shame and highlights the bigger picture, such as ‘Are you overweight? How ashamed do you feel? Stop overeating, join our fitness programme and feel healthy all the time’.</p></div> Thu, 04 Dec 2014 15:43:47 +0000 webfull 106967 at /channels /channels/news/how-shame-and-guilt-differ-when-it-comes-marketing-241190 <p>Written by DaHee Han<br /> <br /> You’d be right in thinking that shame and guilt are negative emotions, but they can actually be used to create successful marketing campaigns. What marketers really need to know is that both emotions have different effects on consumers.<br /> <br /> Read full article: <a href="http://clicks.skem1.com/trkr/?c=28371&g=1419&p=cbb2f8d195811b7b38d35016d12440fe&u=75cca811b7032bc4582532dd97342c03&q=&t=1">Digital Marketing</a>, January 9, 2015</p> Tue, 20 Jan 2015 21:06:34 +0000 webfull 107632 at /channels /channels/news/psychology-appraisal-specific-emotions-and-decision-making-253125 <p><strong>Authors:  </strong>So, J., Achar, C., <strong>Han, D.H.</strong>, Agrawal, N., Duhachek, A., Maheswaran, D.</p> <p><strong>Publication: </strong><em>Journal of Consumer Psychology</em></p> <p><strong>Abstract</strong></p> Fri, 29 May 2015 15:18:38 +0000 webfull 110270 at /channels /channels/news/distinct-threats-common-remedies-how-consumers-cope-psychological-threat-256433 <p><strong>Authors</strong>: <span><strong>Han, D.</strong>, </span><span>Duhachek, A., and </span><span>Rucker, D.D.  </span></p> <p><span><strong>Publication</strong>: </span><em>Journal of Consumer Psychology</em></p> Fri, 30 Oct 2015 14:44:05 +0000 webfull 113640 at /channels /channels/news/feeling-guilty-or-ashamed-think-about-your-emotions-you-shop-239550 <p>Suppose you grabbed a few cookies before heading out to the grocery store and start to feel guilty or ashamed about breaking your diet. According to a new study in the Journal of Consumer Research, feeling guilty might find you comparing calories in different cartons of ice cream. Feeling ashamed might keep you from buying any ice cream in the first place.</p> Thu, 16 Oct 2014 15:24:03 +0000 webfull 105921 at /channels /channels/news/how-successfully-use-shame-and-guilt-advertising-240322 <p>Sh<span>ame and guilt have different effects on consumer buying habits, new research from the Desautels Faculty of Management in Canada finds.</span></p> <p>... <span><strong>Professor DaHee Han</strong> says: “To get the best response, a fitness club could produce an ad that induces shame and highlights the bigger picture, such as ‘Are you overweight? How ashamed do you feel? Stop overeating, join our fitness programme and feel healthy all the time!’</span></p> Thu, 20 Nov 2014 16:05:42 +0000 webfull 106683 at /channels