The present research investigates how charitable giving in response to threat-based awe, an emotional experience that typically accompanies disaster-relief campaigns, is likely to depend on consumers’ implicit theories. Although consumers want to behave prosocially when experiencing...

The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s...

This research examines the role of self- and vicarious-pride in eliciting divergent mindsets and behaviors toward volunteering. We propose that the congruent matching of self-pride (vicarious-pride) emotions with promotion (prevention) focus-framed messages increases the effectiveness of...

Purpose This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals.Design/methodology/approach Drawing upon the consumption-based affect regulation principle, this paper...

Previous research has established that both liberals and conservatives tend to reject charity appeals that are incongruent with their political ideologies. We posit that a brief mindfulness intervention can improve consumers’ evaluations of charity appeals whose values appear incongruent with...