How companies use typeface design to engage consumers in charitable activities
研究字体设计如何通过模拟手写笔记增强消费者与信息发送者的联系感，从而提高参与慈善活动的意愿，并通过六项实验验证了这一效应及其边界条件。
Abstract This research examines how the typeface design in a charitable appeal affects consumers' evaluations of the ad and, in turn, their willingness to engage in the advertised charitable activities. We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design.