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

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  • Hyunkyu Jang

    (Governors State University)

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.

Suggested Citation

  • Hyunkyu Jang, 2022. "Cuteness mediates the effect of happy facial expressions on empathy and charitable donations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 675-689, December.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:4:d:10.1007_s12208-021-00322-2
    DOI: 10.1007/s12208-021-00322-2
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    References listed on IDEAS

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    1. Saerom Lee & Karen Page Winterich & William T. Ross Jr., 2014. "I'm Moral, but I Won't Help You: The Distinct Roles of Empathy and Justice in Donations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 678-696.
    2. Robert J. Fisher & Yu Ma, 2014. "The Price of Being Beautiful: Negative Effects of Attractiveness on Empathy for Children in Need," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 436-450.
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