Why Not Set Pen to Paper? How Typeface Design Influence Charitable Behaviors

This research demonstrates that a handwritten typeface creates a feeling of connectedness, which subsequently increases consumers’ willingness to engage in the advertised charitable activities. Five studies, including lab and field experiments, provide support for the typeface effect, the underlying process, and the boundary conditions of self/other-benefit appeal and brand attachment.

Citation:

Xing-Yu (Marcos) Chu, Dickson Tok, and Junjie (Jensen) Gui (2021) ,"Why Not Set Pen to Paper? How Typeface Design Influence Charitable Behaviors", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 290-291.