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
B10. Wearing V Neck, Getting More Trust: An Evolutionary Psychology Approach to Examine the Effect of Collar Style on Trust
jialiang xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
chenbo zhong, University of Toronto, Canada
L14. Christmas Decorations in September – What Happened to Halloween? The Effect of Prospective Event Markers on Time Perceptions and Attitudes Towards Promotions
Chaumanix Dutton, University of Southern California, USA
Kristin Diehl, University of Southern California, USA
Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information
Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA