How Nudity in Advertising Affects Donation Behavior
This research finds that exposure to nudity in advertising causes consumers to engage in more altruistic behavior, as manifested both in monetary donations and intentions to donate blood. This effect is found to be mediated by the feeling of guilt elicited by viewing nudity.
Marloes Heijink, Yuwei Jiang, and Jaideep Sengupta (2016) ,"How Nudity in Advertising Affects Donation Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 735-735.
Marloes Heijink, Hong Kong Polytechnic University
Yuwei Jiang, Hong Kong Polytechnic University
Jaideep Sengupta, Hong Kong University of Science and Technology
NA - Advances in Consumer Research Volume 44 | 2016
Social Sharing of Negative Emotions in Virtual Travel Communities
Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business
How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?
Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile
Hindsight Value: Failed Transactions Inform Willingness to Pay
Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA