Abstract：A large number of literatures have demonstrated that the negative social event correlates closely with collective guilt and anger respectively. It results in selfcriticizing and punishing others as well. But few of them discuss the different causes between collective guilt and anger. This study explores the antecedents of these two types of emotions as well as the effects on individual behavioral intentions. The results indicated that there was a positive relation between perceived harm and both types of emotions. In addition, collective guilt was positively correlated to selfcriticizing, but negatively correlated to punishing others. Anger, however, was positively correlated to punishing others, but negatively correlated to selfcriticizing. Moreover, this study suggested that high level of group identification induced more collective guilt than anger. Finally, this present study contributes to providing the social marketer a theoretical guidance and highlighting practical significance to make a good social persuasion.
2014, Vol. 11 
