Emotional compatibility and the effectiveness of anti-drinking messages: a defensive processing perspective on shame and guilt.
Agrawal N., Duhachek A. Journal of Marketing Research: 2010, 47(2), p. 263–273.

US students already burdened by these emotions reacted to shame or guilt-inducing anti-drink ads by intending to and actually drinking more, the opposite of what was intended. This intriguing series of studies may reinforce the feeling that the ways anti-substance use ads can backfire are so various, the safest option is not to try them.

Summary
This series of US studies using university students as subjects explored how people already experiencing or prone to shame or guilt respond to anti-alcohol adverts which induce the same unpleasant emotion. Unlike other aversive emotions, shame and guilt involve a conscious and negative perception of oneself as being seen to violate social norms and one's ideal self (shame), or having unacceptably caused harm to others (guilt). Especially if already feeling bad about oneself in these ways, people may guard against and resist information (eg, 'That won't happen to me') which would otherwise aggravate these uncomfortable feelings. The result could be to negate and even reverse the intended impacts of adverts which arouse these emotions. A case in point might be ads warning that the consequences of one's over-drinking may be witnessed by friends and family (shame-inducing) or cause them serious inconvenience or harm (guilt-inducing)......