Del Prete, Alessandro (A.A. 2024/2025) The role of pride and guilt in health food marketing: persuasive effectiveness and consumer perceptions. Tesi di Laurea in Brand management, Luiss Guido Carli, relatore Matteo De Angelis, pp. 91. [Master's Degree Thesis]

Full text for this thesis not available from the repository.

Abstract/Index

Mapping positive emotional appeals in contemporary persuasive communication. Strategic reorientation. Cluster i: identity repair—from deficit correction to dignity and belonging. Cluster ii: everyday agency—from stigma and restriction to enablement. Cluster iii: collective efficacy—from alarm to action-oriented moral engagement. Cross-case synthesis: recurring persuasive patterns. An inductive taxonomy of positive emotional levers. Literature review: emotional appeals in persuasive communication. Negative emotions in persuasive communication: a benchmark. Positive emotions and positive mechanisms in persuasive communication. Positive appeals in health-related behaviors. Integration of cases and literature. Identification of research gaps. Implications for the conceptual model. Empirical study: emotional framing in healthy food advertising. Research objective and theoretical rationale. Conceptual model. What the data say: summary of results and study overview. Interpreting null findings: what they mean for theory. Bridging theory and evidence.

References

Bibliografia: pp. 63-68.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77)
Chair:	Brand management
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Monsurrò, Luigi
Academic Year:	2024/2025
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	10 Sep 2026 14:58
Last Modified:	10 Sep 2026 14:58
URI:	https://tesi.luiss.it/id/eprint/46810

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