... mechanism and explores how product layout (neat vs. messy display) moderates the relationship between psychological ownership and donation intention. Design/methodology/approach We conducted three experiments to test the proposed relationships. Experiment 1 tested the effects of psychological ownership...

.../approach Study 1 demonstrates that human-like virtual influencers enhance donation intentions by increasing identification. Study 2 highlights political identity as a moderator, with conservatives favoring human-like influencers and liberals preferring animal-like ones. Study 3 examines how mood further...