For Charities Not All Aesthetics Are Created Equal: the Differential Effects of Aesthetics With and Without Cost Implications on Response to Donor Solicitations

Shweta Oza , University of Miami, USA
Claudia Townsend, University of Miami, USA
In the context of solicitation from non-profits, we demonstrate that not all aesthetic cues are equally beneficial. In two lab studies and one field experiment we identify separate and interacting effects of aesthetic cues with and without cost implications on perceptions of organization competence and real donation amounts.
[ to cite ]:
Shweta Oza and Claudia Townsend (2012) ,"For Charities Not All Aesthetics Are Created Equal: the Differential Effects of Aesthetics With and Without Cost Implications on Response to Donor Solicitations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 250-254.