Fear and loathing in the marketing world: Guilt‐based approach has mixed results

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

When Thomas a Becket is slain in T.S. Eliot's Murder in the Cathedral, the act is described as “the greatest treason, to do the right deed for the wrong reason”. The observation might just ring a bell with companies and organizations that favor guilt marketing. The approach of guilt marketers is to encourage people to buy into products or services, or act in a certain way, not because it is right or it will bring happiness, but because failure to do so will leave them feeling bad about themselves.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

The paper provides strategic insights and practical thinking that can have a broader social impact.

Originality/value

The briefing saves busy executives and researchers' hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2010), "Fear and loathing in the marketing world: Guilt‐based approach has mixed results", Strategic Direction, Vol. 26 No. 8, pp. 33-36. https://doi.org/10.1108/02580541011055724