Moreover, we offer an innovative visual design strategy focusing on the typeface (handwritten vs machine-written) in donation appeals to encourage consumers’ donations and boost their brand loyalty. The purpose of this paper is to examine the effectiveness of donation appeals containing warmth-focused versus competence-focused messages in hospitality CSR marketing. We discuss implications for product design, retail promotion, and sustainability.Ĭorporate social responsibility (CSR) marketing has become ubiquitous in the hospitality industry. Building on research highlighting the positive effects of human presence in production, we thus show that perceived care drives food choice. We attribute this preference shift to consumers making opposing inferences about the human care involved in producing aesthetically imperfect processed and unprocessed foods. While imperfections negatively influence preferences for unprocessed foods, they positively influence preferences for processed foods. Why design processed foods with aesthetic imperfections when people discard unprocessed foods because of them? Seven studies, including a choice study at a grocery store and an incentive-compatible study, show that the effect of aesthetic imperfections on consumer preferences depends on whether foods are unprocessed or processed. Simultaneously, consumers annually discard millions of pounds of unprocessed, safe-to-eat fruits and vegetables owing to aesthetic imperfections. Some companies design processed foods to contain aesthetic imperfections such as non-uniformities in shape, color, or texture. The present article thus extends understanding of humanization processes and provides guidelines for how and when brands should use handwritten typefaces. Finally, the effects reverse when the products are functionally positioned or functional in nature. However, these effects are mitigated for brands to which consumers already feel a sense of attachment. Specifically, the results show that handwritten typefaces create perceptions of human presence, which lead to more favorable product evaluations (and behavior) by enhancing the emotional attachment between the consumer and the product. Across several laboratory and field studies, the authors provide evidence of the positive effect of handwritten typefaces, reveal the mechanisms that lead to these outcomes, and outline some boundary conditions. On the basis of knowledge activation theory, this article systematically investigates a novel humanization approach: the use of typefaces that appear to be handwritten. The loss of a sense of humanness that stems from increasing mechanization, automation, and digitization gives firms an impetus to develop effective ways to humanize products.
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