This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fills the gap in the literature that guilt is not a unified construct and should be measured separately. This research found that consumers perceived World Vision?s ad to be non-manipulative and suggested that consumers had a very strong attitude towards the brand. The results implied that advertisers could employ more intensive existential guilt ads for credible brands and potential contributions are also discussed
