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The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations

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  • Claudia Townsend
  • Darren DahlEditor
  • Page MoreauAssociate Editor

Abstract

Research on the optimization of donation solicitations has focused on language and content rather than appearance. The present work considers how a solicitation’s appearance influences donor response. The results indicate that potential donors make inferences about the soliciting organization based on the aesthetics of the solicitation materials. In general, highly aesthetic elements increase perceptions of organizational professionalism, which consequently leads to greater donations. However, aesthetic enhancement can backfire; when high levels of aesthetics with cost implications (e.g., embossed cardstock, gold ink) are combined with high levels of aesthetics without cost implications (e.g., attractive background, appealing font), perceptions of organizational wastefulness discourage donations. Thus, the most effective solicitation is not the most beautiful but rather one offering high levels of aesthetics without cost implications and low levels of aesthetics with cost implications. The studies demonstrate these effects in the field and in the lab and also identify moderators of the negative effect of aesthetics with cost implications on donations.

Suggested Citation

  • Claudia Townsend & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 794-815.
    • Handle: RePEc:oup:jconrs:v:44:y:2017:i:4:p:794-815.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucx059
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    References listed on IDEAS

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    Cited by:

    1. Grinstein, Amir & Hagtvedt, Henrik & Kronrod, Ann, 2019. "Aesthetically (dis)pleasing visuals: A dual pathway to empathy and prosocial behavior," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 83-99.
    2. repec:oup:jconrs:v:49:y:2023:i:5:p:786-810. is not listed on IDEAS
    3. Schnurr, Benedikt & Wetzels, Martin, 2020. "The conditional enjoyment-enhancing effect of shipping box aesthetics," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. K. Sudhir & Hortense Fong & Subroto Roy, 2019. "Greedy or Grateful? Asking for More when Thanking Donors," Cowles Foundation Discussion Papers 2183R, Cowles Foundation for Research in Economics, Yale University, revised Mar 2021.
    5. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Xie, Shengcheng & Wei, Haiying & Liu, Fu, 2023. "Is beauty always good? Effects of visual presentation of Influencer’s aesthetic labor on brand purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Chen, Huan & Pang, Jun & Koo, Minkyung & Patrick, Vanessa M., 2020. "Shape Matters: Package Shape Informs Brand Status Categorization and Brand Choice," Journal of Retailing, Elsevier, vol. 96(2), pages 266-281.
    8. Jacob Suher & Courtney Szocs & Koert Ittersum, 2021. "When imperfect is preferred: the differential effect of aesthetic imperfections on choice of processed and unprocessed foods," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 903-924, September.
    9. Szocs, Courtney & Kim, Yeseul & Lim, Mikyoung & Mera, Christian Arroyo & Biswas, Dipayan, 2023. "The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction," Journal of Retailing, Elsevier, vol. 99(4), pages 605-620.
    10. Perez, Dikla & Munichor, Nira & Buskila, Gadi, 2023. "Help yourself: Pictures of donation recipients engaged in physical self-help enhance donations on crowdfunding platforms," Journal of Business Research, Elsevier, vol. 161(C).
    11. Lin, Ying-Ching & Chang, Chiu-Chi Angela, 2021. "Influencing Consumer Responses to Highly Aesthetic Products: The Role of Mindsets," Journal of Retailing, Elsevier, vol. 97(3), pages 459-476.
    12. Ludovica Cesareo & Claudia Townsend & Eugene Pavlov, 2023. "Hideous but worth it: Distinctive ugliness as a signal of luxury," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 636-657, May.
    13. K. Sudhir & Hortense Fong & Subroto Roy, 2014. "Greedy or Grateful" Asking for More when Thanking Donors," Cowles Foundation Discussion Papers 2183, Cowles Foundation for Research in Economics, Yale University.

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