Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Study explores best motivating factors for pursuing a shared goal such as giving

14.07.2011
People who see the "glass as half empty" may be more willing to contribute to a common goal if they already identify with it, according to researchers from The University of Texas at Austin, University of Chicago and Sungkyunkwan University.

According to the studies, individuals who already care a lot (highly identify) with a cause are more likely to financially support the cause if a solicitation is framed by how much is still needed (for example, "we still need $50,000 to reach our goal"). However, if individuals care very little prior to a solicitation (low identify), they are more likely to contribute if they knew how much of the goal had already been met (for example, "we've raised $50,000 toward our goal").

Psychologist Marlone Henderson, University of Texas at Austin, and co-authors professors Ayelet Fishbach, University of Chicago Booth School of Business, and Minjung Koo, Sungkyunkwan University SKK Graduate School of Business, will publish their findings in the Journal of Experimental Psychology: General.

"We believe our findings offer organizations several strategies to increase volunteering and donations," says Henderson. "Our findings also imply that during times when prior contributions or donations by others are particularly salient in the public eye, organizations may take the opportunity to promote philanthropy by approaching those who identify less with the beneficiaries or with the helping group, thereby expanding their circle of potential donors."

Five studies measured contributions to goals centered on idea generation and helping victims of various disasters such as the earthquake in Haiti, wildfires in Southern California and riots in Kenya. Possible contributions to these causes include engaging in social movements, pledging to charity, volunteering for community outreach programs and generating ideas in team meetings.

For one of the studies, a field experiment was done in cooperation with the South Korean office of Compassion International, a Christian child-sponsored organization, shortly after the 2007-08 Kenyan riots. The study randomly selected 973 people who received a letter that either read, "…we have successfully raised 5,200,000 won (the Korean monetary unit)" or "…we need another 4,800,000 won."

When the letter highlighted what had already been collected to low identifiers, the contribution amount more than doubled from 1,619.43 won compared to 5,042.92 won. When the amount still needed was highlighted to high identifiers, donations increased from 1,847.39 won compared to 3,265.31 won.

"People ask themselves one of two questions when deciding whether to invest in one personal goal versus another," says Henderson. "'Is the goal worth pursuing?' This may signal to people who didn't already care that it's something worth paying attention to and to get onboard. Or for people who already care: 'Is this progressing at a pace I find sufficient?' If not, it may be a signal to jump in and get involved, so this effort they care about doesn't sink."

Marlone Henderson | EurekAlert!
Further information:
http://www.utexas.edu

More articles from Studies and Analyses:

nachricht A sudden drop in outdoor temperature increases the risk of respiratory infections
11.01.2017 | University of Gothenburg

nachricht Urbanization to convert 300,000 km2 of prime croplands
27.12.2016 | Mercator Research Institute on Global Commons and Climate Change (MCC) gGmbH

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Designing Architecture with Solar Building Envelopes

Among the general public, solar thermal energy is currently associated with dark blue, rectangular collectors on building roofs. Technologies are needed for aesthetically high quality architecture which offer the architect more room for manoeuvre when it comes to low- and plus-energy buildings. With the “ArKol” project, researchers at Fraunhofer ISE together with partners are currently developing two façade collectors for solar thermal energy generation, which permit a high degree of design flexibility: a strip collector for opaque façade sections and a solar thermal blind for transparent sections. The current state of the two developments will be presented at the BAU 2017 trade fair.

As part of the “ArKol – development of architecturally highly integrated façade collectors with heat pipes” project, Fraunhofer ISE together with its partners...

Im Focus: How to inflate a hardened concrete shell with a weight of 80 t

At TU Wien, an alternative for resource intensive formwork for the construction of concrete domes was developed. It is now used in a test dome for the Austrian Federal Railways Infrastructure (ÖBB Infrastruktur).

Concrete shells are efficient structures, but not very resource efficient. The formwork for the construction of concrete domes alone requires a high amount of...

Im Focus: Bacterial Pac Man molecule snaps at sugar

Many pathogens use certain sugar compounds from their host to help conceal themselves against the immune system. Scientists at the University of Bonn have now, in cooperation with researchers at the University of York in the United Kingdom, analyzed the dynamics of a bacterial molecule that is involved in this process. They demonstrate that the protein grabs onto the sugar molecule with a Pac Man-like chewing motion and holds it until it can be used. Their results could help design therapeutics that could make the protein poorer at grabbing and holding and hence compromise the pathogen in the host. The study has now been published in “Biophysical Journal”.

The cells of the mouth, nose and intestinal mucosa produce large quantities of a chemical called sialic acid. Many bacteria possess a special transport system...

Im Focus: Newly proposed reference datasets improve weather satellite data quality

UMD, NOAA collaboration demonstrates suitability of in-orbit datasets for weather satellite calibration

"Traffic and weather, together on the hour!" blasts your local radio station, while your smartphone knows the weather halfway across the world. A network of...

Im Focus: Repairing defects in fiber-reinforced plastics more efficiently

Fiber-reinforced plastics (FRP) are frequently used in the aeronautic and automobile industry. However, the repair of workpieces made of these composite materials is often less profitable than exchanging the part. In order to increase the lifetime of FRP parts and to make them more eco-efficient, the Laser Zentrum Hannover e.V. (LZH) and the Apodius GmbH want to combine a new measuring device for fiber layer orientation with an innovative laser-based repair process.

Defects in FRP pieces may be production or operation-related. Whether or not repair is cost-effective depends on the geometry of the defective area, the tools...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

12V, 48V, high-voltage – trends in E/E automotive architecture

10.01.2017 | Event News

2nd Conference on Non-Textual Information on 10 and 11 May 2017 in Hannover

09.01.2017 | Event News

Nothing will happen without batteries making it happen!

05.01.2017 | Event News

 
Latest News

Multiregional brain on a chip

16.01.2017 | Power and Electrical Engineering

New technology enables 5-D imaging in live animals, humans

16.01.2017 | Information Technology

Researchers develop environmentally friendly soy air filter

16.01.2017 | Power and Electrical Engineering

VideoLinks
B2B-VideoLinks
More VideoLinks >>>