The Persuasion Handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Each chapter identifies key challenges to the area and lays out research strategies for addressing those challenges.
Chapter 17: Guilt as a Mechanism of Persuasion
Guilt as a Mechanism of Persuasion
This chapter discusses the role of guilt as a mechanism of social influence. An introductory section offers a general sketch of the nature of guilt. The next two sections summarize extant research findings concerning guilt and anticipated guilt as mechanisms of Persuasion, ...