AUTHOR=Peng Wei , Huang Qian , Mao Bingjing , Lun Di , Malova Ekaterina , Simmons Jazmyne V. , Carcioppolo Nick 

TITLE=When guilt works: a comprehensive meta-analysis of guilt appeals

JOURNAL=Frontiers in Psychology

VOLUME=Volume 14 - 2023

YEAR=2023

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1201631

DOI=10.3389/fpsyg.2023.1201631

ISSN=1664-1078

ABSTRACT=Guilt appeals are widely used as a persuasive approach to influencing key attitudinal and behavioral outcomes 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. 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, cognition, efficacy) were calculated based on 7,152 participants. The analysis showed a small effect size of guilt appeals (g = .19, 95%CI[.10, .28]). The effects of guilt appeals were further moderated by the theoretical factors related to appraisal and coping of guilt arousal, including attributed responsibility, controllability and stability of the causal factors, the proximity of perceiver-victim relationship, recommendation of reparative behaviors, and also different outcome types. The effectiveness of guilt appeals were also associated with methods used in different studies. Overall, the findings demonstrated the persuasive effects of guilt appeals but theoretical and methodological factors should be considered in the design and testing of guilt appeals. The practical implications were also discussed.