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International Review on Public and Nonprofit Marketing

Erschienen in:

26.11.2021 | Original Article

Cuteness mediates the effect of happy facial expressions on empathy and charitable donations

verfasst von: Hyunkyu Jang

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 4/2022

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Abstract

Prior research has separately examined the influences of facial expressions (e.g., happy versus sad facial expressions) and facial appearance (e.g., cuteness and attractiveness) on empathy and donations. It has not been clear whether and how happiness and cuteness interact in influencing empathy and donations. Through four experiments where photographs of needy children with happy and sad facial expressions are used, the current research demonstrates that cuteness mediates the impact of happiness on empathy and donations. Specifically, happy expressions lead to greater perceived cuteness and in turn the greater cuteness leads to greater empathy and charitable donations. In other words, the current research shows the serial mediation of cuteness and empathy in the relationship between happiness and donations.

Vorheriger Artikel Crisis mapping in the “senses” arena narratives

Nächster Artikel Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product

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Written permission was obtained to use the photographs in Baberini et al. (2015).

The license for using the thirty photographs was purchased at Shutter Stock (www.shutterstock.com).

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Titel: Cuteness mediates the effect of happy facial expressions on empathy and charitable donations
verfasst von: Hyunkyu Jang
Publikationsdatum: 26.11.2021
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 4/2022
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-021-00322-2

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