An Explorative Study of How Visceral States Influence the Relationship between Social Proof Heuristics and Donation Behavior When Consumers Are Using Self-Service Kiosks

Háskólinn í ReykjavíkReykjavik UniversityPawar, SanchitFagerstrøm, AsleSigurdsson, Valdimar2021-03-252021-03-252020-11-14Pawar, 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/su122294772071-1050 (eISSN)https://hdl.handle.net/20.500.11815/2515Publisher's version (útgefin grein)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.9477eninfo:eu-repo/semantics/openAccessRenewable Energy, Sustainability and the EnvironmentVisceral statesCause related marketingDonation behaviorSelf-service kiosksConjoint studySjálfbærniSamfélagsábyrgðMarkaðssetningSamfélagsáhrifGóðgerðarmálGjafirNeytendurHungurKauphegðunSöluturnarAn Explorative Study of How Visceral States Influence the Relationship between Social Proof Heuristics and Donation Behavior When Consumers Are Using Self-Service Kiosksinfo:eu-repo/semantics/article10.3390/su12229477