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

Cultivating Collaboration and Value Cocreation in Consumption Journeys

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA

Read More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA

Read More

Featured

Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives

Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA

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.