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).
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.
Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Florent Girardin, University of Neuchâtel
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