The Role of Visual Perspective in Influencing Donation Giving

Based on construal level theory, this research demonstrates that when the consumer’s mindset (i.e., concrete vs. abstract) activated by visual perspective (i.e., first vs. third person perspective) is aligned (vs. misaligned) with the construal level of the message, donation intentions and behaviors increase (vs. decrease).



Citation:

Sining Kou (2020) ,"The Role of Visual Perspective in Influencing Donation Giving", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1205-1205.

Authors

Sining Kou, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

Read More

Featured

P2. The Upside of Myopic Loss Aversion

Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA

Read More

Featured

A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, 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.