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).


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.


Sining Kou, Renmin University of China


NA - Advances in Consumer Research Volume 48 | 2020

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