67

This article aims to study the impact of three advertising formats at different levels of intensity inscribed in the registry of guilt in appeals to charitable donations supporting the cause of children with cancer. The results showed that the relationship between guilt-stimuli and perceived guilt is curvilinear. The results also showed that the sense of responsibility triggered by the moderately guilty poster is the highest. This sense of responsibility contributes significantly to the intensity of guilt felt by potential donors and to the donation intentions expressed by them. Finally, it has been shown that the perception of manipulation, which could be engendered by the strongly guilty poster negatively affects the intention of donation.