When guilt works: a comprehensive meta-analysis of guilt appeals.

ABSTRACT:

Introduction

Guilt appeals are widely used as a persuasive approach in various areas of practice. However, the strength and direction of the persuasive effects of guilt appeals are mixed, which could be influenced by theoretical and methodological factors.

Method

The present study is a comprehensive meta-analysis of 26 studies using a random-effects model to assess the persuasive effects of guilt appeals. In total, 127 effect sizes from seven types of persuasive outcomes (i.e., guilt, attitude, behavior, behavioral intention, non-guilt emotions, motivation, and cognition) were calculated based on 7,512 participants.

Results

The analysis showed a small effect size of guilt appeals [g = 0.19, 95% CI (0.10, 0.28)]. The effect of guilt appeals was moderated by the

SUBMITTER: Peng W 

PROVIDER: S-EPMC10568480 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature