Great Expectations and Charity: Studying the Effect of Unexpected Schemas on Charitable Behavior

Geetanjali Saluja, HKUST, Hong Kong
Rod Duclos, HKUST, Hong Kong
The present work examines the influence of embodied cognitions on prosocial behaviour. Specifically, we investigate how feeling physically warm vs. cold may impact charitable giving. Doing so, we also consider the role of unexpected environmental influences on consumers’ openness, empathy, and compassion.
[ to cite ]:
Geetanjali Saluja and Rod Duclos (2011) ,"Great Expectations and Charity: Studying the Effect of Unexpected Schemas on Charitable Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 806-807.