dc.contributor |
Háskólinn í Reykjavík |
dc.contributor |
Reykjavik University |
dc.contributor.author |
Pawar, Sanchit |
dc.contributor.author |
Fagerstrøm, Asle |
dc.contributor.author |
Sigurdsson, Valdimar |
dc.date.accessioned |
2021-03-25T15:25:27Z |
dc.date.available |
2021-03-25T15:25:27Z |
dc.date.issued |
2020-11-14 |
dc.identifier.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 |
dc.identifier.issn |
2071-1050 (eISSN) |
dc.identifier.uri |
https://hdl.handle.net/20.500.11815/2515 |
dc.description |
Publisher's version (útgefin grein) |
dc.description.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. |
dc.format.extent |
9477 |
dc.language.iso |
en |
dc.publisher |
MDPI AG |
dc.relation.ispartofseries |
Sustainability;12(22) |
dc.rights |
info:eu-repo/semantics/openAccess |
dc.subject |
Renewable Energy, Sustainability and the Environment |
dc.subject |
Visceral states |
dc.subject |
Cause related marketing |
dc.subject |
Donation behavior |
dc.subject |
Self-service kiosks |
dc.subject |
Conjoint study |
dc.subject |
Sjálfbærni |
dc.subject |
Samfélagsábyrgð |
dc.subject |
Markaðssetning |
dc.subject |
Samfélagsáhrif |
dc.subject |
Góðgerðarmál |
dc.subject |
Gjafir |
dc.subject |
Neytendur |
dc.subject |
Hungur |
dc.subject |
Kauphegðun |
dc.subject |
Söluturnar |
dc.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 |
dc.type |
info:eu-repo/semantics/article |
dcterms.license |
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/). |
dc.description.version |
"Peer Reviewed" |
dc.identifier.doi |
10.3390/su12229477 |
dc.relation.url |
https://www.mdpi.com/2071-1050/12/22/9477/pdf |
dc.contributor.department |
Viðskiptadeild (HR) |
dc.contributor.department |
Department of Business Administration (RU) |
dc.contributor.school |
Samfélagssvið (HR) |
dc.contributor.school |
School of Social Sciences (RU) |