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.
Citation:
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.
Authors
Yuli Zhang, Stockton University, USA
Chen Wang, Drexel University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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