Cuteness mediates the effect of happy facial expressions on empathy and charitable donations

Hyunkyu Jang ()
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Hyunkyu Jang: Governors State University

International Review on Public and Nonprofit Marketing, 2022, vol. 19, issue 4, No 2, 675-689

Abstract: Abstract Prior research has separately examined the influences of facial expressions (e.g., happy versus sad facial expressions) and facial appearance (e.g., cuteness and attractiveness) on empathy and donations. It has not been clear whether and how happiness and cuteness interact in influencing empathy and donations. Through four experiments where photographs of needy children with happy and sad facial expressions are used, the current research demonstrates that cuteness mediates the impact of happiness on empathy and donations. Specifically, happy expressions lead to greater perceived cuteness and in turn the greater cuteness leads to greater empathy and charitable donations. In other words, the current research shows the serial mediation of cuteness and empathy in the relationship between happiness and donations.

Keywords: Cuteness; Happiness; Facial expressions; Empathy; Charitable donations (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s12208-021-00322-2

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