Cuteness Catalyst: Fostering Pro-Social Motivation and Enhancing Donating Behaviors

This study investigated the impact of product characteristics, specifically cuteness, on consumer pro-social motivation and donating behaviours. I predict that cute product would elicit consumers pro-social motivations and thus increase their willingness to donate. To test these hypotheses, I conducted an experiment, in which participants were presents with a scenario involving the sale of cakes for fundraising. Participants were randomly presented with either a cute cake or an ordinary cake and were asked to indicate their pro-social motivation and their willingness to buy (donate). Results indicate the cute products can evoke pro-social motivation, thereby enhancing donating behaviour. This research provides valuable insights into the dynamics of consumer donating behaviour, specifically elucidating the role of product characteristics, such as cuteness, in fostering pro-social responses.