Rai, Dipankar; Lin, Chien-Wei (Wilson); Yang, Chun-Ming - In: Journal of Consumer Marketing 34 (2017) 1, pp. 20-28
Purpose This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations. Design/methodology/approach Three experiments were conducted involving charitable donation scenarios. Findings Studies demonstrate that cold (vs warm)...