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

Valdimar Sigurdsson¹  Sanchit Pawar²  Asle Fagerstrøm² 

[1] Department of Business Administration, Reykjavik University, Menntavegur 1, 101 Reykjavik, Iceland;Department of Technology, Kristiania University, Prinsensgate 7-9, 0152 Oslo, Norway;

关键词: visceral states;    cause-related marketing;    donation behavior;    self-service kiosks;    conjoint study;   

DOI  :  10.3390/su12229477

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown