Aesthetic Contrast Motivates Prosocial Behavior

Amir Grinstein, Northeastern University, USA & VU Amsterdam, The Netherlands
Henrik Hagtvedt, Boston College, USA
Ann Kronrod , Michigan State University, USA & Northeastern University, USA
How can aesthetic experience motivate prosocial behavior? We demonstrate that aesthetic contrast (an aesthetically pleasing object within a displeasing group) increases prosocial behavior. The effect is driven by empathy and its two antecedents: identification with and perceived need of the focal group.
[ to cite ]:
Amir Grinstein, Henrik Hagtvedt, and Ann Kronrod (2016) ,"Aesthetic Contrast Motivates Prosocial Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 461-462.