Eliciting empathy plays a significant role in encouraging charitable donations. However, we know little about how incidental, contextual cues can facilitate empathy. In a series of behavioral, neuroscience, and field studies, we show that incidental exposure to haptic sensation of roughness (vs. smoothness) increases individuals' attention to the unfortunate others. Such heightened attention subsequently leads to enhanced empathic responses. These findings not only underscore the power of subtle contextual cues on shaping important behaviors but also point to the possibility of developing novel intervention strategies for promoting empathy and prosociality. (C) 2015 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.