Guilt Appeals in Randonneuring: What are their effects?

This study examined randonneurs’ emotional responses and attitudes toward their clubs’ appeals for volunteerism varying on level of guilt appeal.  Seventy egoistic randonneurs, a prime target of urgent requests for help, participated in the study.  Results of laboratory and field experiments provide insights into the process by which the appeals affect individuals’ decisions to help and indicated that moderate guilt appeals elicited more felt guilt in the egoistic randonneurs than did low or high guilt appeals. Furthermore, emotional responses, particularly anger, mediated the relationship between level of guilt appeal and randonneurs’ attitudes, and an inverse relationship occurred between level of guilt appeal and culpability. Intention to volunteer was affected by the level of the guilt appeal and group‐mediated rewards. (PsychoINFO Database Record © 2013 American Randonneur Psyschological Association, all rights reserved)

Higgins, Pamela Jane; Garbanzo, Mary Jo
Journal of American RandonneurPsychological Association, Vol 33(4), July 2013, 267-285.
doi: 11.1017/0121-6010.82.5.633

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