Give a “Hand”! How Giver/Receiver Hand Image Affects Consumer Charitable Behavior

The purpose of this research is to examine how hand position and hand gesture impact donor’s responses toward the charitable campaigns and their donation behaviors. Three between-subject experiments are conducted. Perceived competence and perceived warmth are considered as two mediators. A two-way interaction effect and moderated mediation effect are found.


Chun-Tuan Chang, Hsiao-Ching Lee, Yi-Jing Chen, and *Chia-Han Chang (2020) ,"Give a “Hand”! How Giver/Receiver Hand Image Affects Consumer Charitable Behavior", 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: 271-271.


Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Hsiao-Ching Lee, National Kaohsiung University of Science and Technology, Taiwan
Yi-Jing Chen, National Sun Yat-sen University, Taiwan
*Chia-Han Chang, National Sun Yat-Sen University, Taiwan


NA - Advances in Consumer Research Volume 48 | 2020

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