The Impact of Visual Imbalance on Consumers’ Donation Behavior
Two lab studies and one field experiment together demonstrate that a visually imbalanced donation device could increase people’s donation intention even real donation behavior. And this impact of visual imbalance on consumers’ donation intention is mediated by their motivation to seek for balance.
Fengyan Cai, Christopher K. Hsee, and Jieru Xie (2016) ,"The Impact of Visual Imbalance on Consumers’ Donation Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 722-722.
Fengyan Cai, Shanghai Jiao Tong University, China
Christopher K. Hsee, Chicago University, US.
Jieru Xie, Shanghai Jiao Tong University, China
NA - Advances in Consumer Research Volume 44 | 2016
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Sara Penner, University of Manitoba, Canada
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