Review paper
The effects of temperature cues on charitable donation
Abstract
Purpose This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations. Design/methodology/approach Three experiments were conducted involving charitable donation scenarios. Findings Studies demonstrate that cold (vs warm) temperature cues result in greater intentions to donate to charities. Specifically, cold (vs warmth) cues activate the need for social connection which, in...
Paper Details
Title
The effects of temperature cues on charitable donation
Published Date
Jan 9, 2017
Volume
34
Issue
1
Pages
20 - 28
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