Title: | An Explorative Study of How Visceral States Influence the Relationship between Social Proof Heuristics and Donation Behavior When Consumers Are Using Self-Service Kiosks |
Author: |
|
Date: | 2020-11-14 |
Language: | English |
Scope: | 9477 |
University/Institute: | Háskólinn í Reykjavík Reykjavik University |
School: | Samfélagssvið (HR) School of Social Sciences (RU) |
Department: | Viðskiptadeild (HR) Department of Business Administration (RU) |
Series: | Sustainability;12(22) |
ISSN: | 2071-1050 (eISSN) |
DOI: | 10.3390/su12229477 |
Subject: | Renewable Energy, Sustainability and the Environment; Visceral states; Cause related marketing; Donation behavior; Self-service kiosks; Conjoint study; Sjálfbærni; Samfélagsábyrgð; Markaðssetning; Samfélagsáhrif; Góðgerðarmál; Gjafir; Neytendur; Hungur; Kauphegðun; Söluturnar |
URI: | https://hdl.handle.net/20.500.11815/2515 |
Citation:Pawar, S., Fagerstrom, A., & Sigurdsson, V. (2020). An Explorative Study of How Visceral States Influence the Relationship between Social Proof Heuristics and Donation Behavior When Consumers Are Using Self-Service Kiosks. Sustainability, 12(22), 9477. https://doi.org/10.3390/su12229477
|
|
Abstract:Self-service kiosks are increasingly being used in situations where a person is out to buy food and/or drinks. Several cause-related marketing initiatives have capitalized on using self-service technology to include small donation requests at the point of purchase. In this context, it is highly likely that during such purchase situations, a person is under the influence of a visceral state like hunger or thirst. This study investigated how a simulated visceral state of thirst could influence donation behavior. More specifically, how donation social proof indicators presented on self-service kiosk screens can impact likelihood to buy. Results of a conjoint study (n = 83) demonstrate that, in a visceral state situation, only a high level of social proof related to donation has a positive impact on likelihood to buy. Any other level of social proof (medium, low and not mentioned), decrease the likelihood to buy in such situations. A scenario simulation analysis shows that cases which included a high level of social proof have relatively higher preference. Consequently, antecedent situational variables like visceral states must be taken into consideration when cause-related marketing activities such as social proof (related to donation) are used in self-service kiosks.
|
|
Description:Publisher's version (útgefin grein)
|
|
Rights:This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution(CC BY) license (http://creativecommons.org/licenses/by/4.0/).
|