Changing the World, One Word At a Time: the Effect of Font Size on Prosocial Intention

Expecting to have an impact can be a powerful driver of prosocial behavior. In four studies, we find the visual effect of writing prosocial intentions (e.g., monetary pledges) in a relatively larger (vs. regular) font increases people’s impact expectations, leading them to express greater prosocial intentions (e.g., larger pledge amounts).



Citation:

Rima Touré-Tillery and Ayelet Fishbach (2018) ,"Changing the World, One Word At a Time: the Effect of Font Size on Prosocial Intention", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 154-159.

Authors

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping

Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore

Read More

Featured

Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More

Featured

Q10. Social Media Agency: Exploring the Role of Social Media Structures in Shaping Consumers’ Identity Projects

Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.