In Touch with Those in Need: How Touchscreen Devices Lead Consumers to Support Social Causes

Aekyoung Kim, Hyojin Lee and Saerom Lee

Journal of the Association for Consumer Research, 2025, vol. 10, issue 1, 82 - 93

Abstract: As consumers are increasingly using touchscreen devices (e.g., tablets or smartphones) when exposed to various marketing messages, this research explores how touchscreen devices alter consumer reactions to social cause marketing. This research shows that using touchscreen (vs. nontouchscreen) devices while viewing online charity ads featuring human victims increases consumers’ support for the advertised social causes. Four studies demonstrate this effect by examining consumers’ social media activities, donation intentions, and actual donations in field and lab settings. Mediation analysis reveals that using touchscreen (vs. nontouchscreen) devices enhances consumer support through increased empathy for the victims featured in charity ads. Together, this research provides important theoretical insights as well as managerial implications for effective moral marketing strategies.

Date: 2025
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