The Role of Sponsor Type and Guilt Appeal Intensity on Consumer Reactions to Anti-Drunk Driving Campaigns

This work investigates how consumers respond to anti-drunk driving advertisements that feature guilt appeals sponsored by either an alcohol-sponsored brand or a nonprofit organization. Specifically, using the Persuasion Knowledge Model and the Limited Capacity Model, this study examines how sponsor type and guilt appeal intensity impact attitude toward the ad. The results of an experiment in the context of anti-drunk driving demonstrate an advertisement sponsored by an alcohol-brand elicits a less favorable attitude toward the advertisement compared to a nonprofit sponsor. However, findings reveal an alcohol brand-sponsored advertisement featuring a high intensity guilt appeal mitigate negative attitude toward the ad. This work offers both theoretical and practical implications.