Shape Up the Behavior: a Concave Display Board Promotes Charitable Donations

This research investigates how the shape of charitable appeals influences consumer donations. We show that concave-shaped (vs. convex-shaped) charitable appeals lead to greater consumer donations. This is likely to occur because concave-shaped appeals activate a need to belong, which in turn increases perceptions of self-other overlap and subsequently consumer donations.


Yuli Zhang and Chen Wang (2019) ,"Shape Up the Behavior: a Concave Display Board Promotes Charitable Donations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 940-941.


Yuli Zhang, Stockton University, USA
Chen Wang, Drexel University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it

Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University

Read More


No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior

Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences

Read More


K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect

Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

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.