{"title":"Helping with All Your Heart: The Effect of Cardioids Cue on Compliance to a Request for Humanitarian Aid","authors":"N. Guéguen, Céline Jacob, V. Charles-Sire","doi":"10.1080/15245004.2011.620683","DOIUrl":null,"url":null,"abstract":"Some studies have shown that figurative cues, presented in the immediate environment of an individual, can affect his or her later behavior. This effect was applied in a fundraising context. In 12 bakeries, a pink opaque donation box was placed near the cash register with a message soliciting donations for a humanitarian project. The moneybox had a cardioids (heart-like) shape, a round shape, or a square shape. Results showed that more donations were found with the moneybox with the cardioids shape. The spreading activation theory is used to explain these results.","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":"75 1","pages":"11 - 2"},"PeriodicalIF":2.3000,"publicationDate":"2011-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15245004.2011.620683","citationCount":"9","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15245004.2011.620683","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 9
Abstract
Some studies have shown that figurative cues, presented in the immediate environment of an individual, can affect his or her later behavior. This effect was applied in a fundraising context. In 12 bakeries, a pink opaque donation box was placed near the cash register with a message soliciting donations for a humanitarian project. The moneybox had a cardioids (heart-like) shape, a round shape, or a square shape. Results showed that more donations were found with the moneybox with the cardioids shape. The spreading activation theory is used to explain these results.
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