An Explorative Study of How Visceral States Influence the Relationship between Social Proof Heuristics and Donation Behavior When Consumers Are Using Self-Service Kiosks

Sanchit Pawar,Asle Fagerstrøm,Valdimar Sigurdsson

doi:10.3390/su12229477

Sanchit Pawar, Asle Fagerstrøm + Show 1 more

Open Access

https://doi.org/10.3390/su12229477

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Journal: Sustainability	Publication Date: Nov 14, 2020
Citations: 2	License type: CC BY 4.0

Affiliation: Campus Kristiania, Reykjavík University

Abstract

Self-service kiosks are increasingly being used in situations where a person is out to buy food and/or drinks. Several cause-related marketing initiatives have capitalized on using self-service technology to include small donation requests at the point of purchase. In this context, it is highly likely that during such purchase situations, a person is under the influence of a visceral state like hunger or thirst. This study investigated how a simulated visceral state of thirst could influence donation behavior. More specifically, how donation social proof indicators presented on self-service kiosk screens can impact likelihood to buy. Results of a conjoint study (n = 83) demonstrate that, in a visceral state situation, only a high level of social proof related to donation has a positive impact on likelihood to buy. Any other level of social proof (medium, low and not mentioned), decrease the likelihood to buy in such situations. A scenario simulation analysis shows that cases which included a high level of social proof have relatively higher preference. Consequently, antecedent situational variables like visceral states must be taken into consideration when cause-related marketing activities such as social proof (related to donation) are used in self-service kiosks.

Highlights

Kiosks are one type of self-service technology that have been around for decades in the service sector (e.g., ATMs, vending machines, travel and ticketing machines)
Antecedent situational variables like visceral states must be taken into consideration when cause-related marketing activities such as social proof are used in self-service kiosks
In the context where donation to a charitable cause is present on the self-service kiosk, the inclusion of social proof might influence the donation behavior. The aim of this exploratory study is to contribute to understanding of how visceral states influence the relationship between social proof and donation behavior when consumers are using self-service kiosks to purchase products

Summary

Introduction

Kiosks are one type of self-service technology that have been around for decades in the service sector (e.g., ATMs, vending machines, travel and ticketing machines). When used within the retail landscape, kiosks mainly deliver information to the customer or promote and sell products/services [1] These standalone terminals are slowly making their way into diverse retail sectors, including food service, supermarkets, department stores, specialty stores, drug stores, bookstores, and entertainment [2]. Belk [13] suggests the following situational characteristics that may influence consumer purchases: (1) Physical Surroundings, (2) Social Surroundings, (3) Temporal Perspective, (4) Task Definition, and (5) Antecedent States. Antecedent states such as visceral states (e.g., thirst, hunger, pain, warmth, sexual desire) are obvious situational conditions that might impact consumers’ choice when purchasing products in a convenience context, since they most probably will be in a state of thirst or hunger

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