Aww effect: Engaging consumers in “non-cute” prosocial initiatives with cuteness
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DOI: 10.1016/j.jbusres.2020.11.046
Abstract: Abstract Engaging consumers in prosocial practices can increase their favorable responses toward a company. We suggest that cuteness cues of a third party (i.e., neither beneficiary nor benefactor) spur consumer engagement in such practices. It… read more here.
Keywords: prosocial initiatives; cuteness; aww effect; engaging consumers ... See more keywords