Touch Me: Does Touching a Victim’S Photo Affect Donation Amount?

Three experiments demonstrate the influences of touch element on donation amount. The results indicate that touching a victim’s photo lead to higher donation amount, especially for high need-for-touch individuals. Moreover, this relationship is mediated by sympathy. This research also shows that seeing a victim’s face is not a necessary condition.


Chun-Ming Yang and Xiaoyu Zhou (2013) ,"Touch Me: Does Touching a Victim’S Photo Affect Donation Amount?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Chun-Ming Yang, Ming Chuan University, Taiwan
Xiaoyu Zhou, Peking University, China


NA - Advances in Consumer Research Volume 41 | 2013

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