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!
The importance of biodiversity in forests could increase due to climate change
17.11.2017 | Deutsches Zentrum für integrative Biodiversitätsforschung (iDiv) Halle-Jena-Leipzig
Win-win strategies for climate and food security
02.10.2017 | International Institute for Applied Systems Analysis (IIASA)
The WHO reports an estimated 429,000 malaria deaths each year. The disease mostly affects tropical and subtropical regions and in particular the African continent. The Fraunhofer Institute for Silicate Research ISC teamed up with the Fraunhofer Institute for Molecular Biology and Applied Ecology IME and the Institute of Tropical Medicine at the University of Tübingen for a new test method to detect malaria parasites in blood. The idea of the research project “NanoFRET” is to develop a highly sensitive and reliable rapid diagnostic test so that patient treatment can begin as early as possible.
Malaria is caused by parasites transmitted by mosquito bite. The most dangerous form of malaria is malaria tropica. Left untreated, it is fatal in most cases....
The formation of stars in distant galaxies is still largely unexplored. For the first time, astron-omers at the University of Geneva have now been able to closely observe a star system six billion light-years away. In doing so, they are confirming earlier simulations made by the University of Zurich. One special effect is made possible by the multiple reflections of images that run through the cosmos like a snake.
Today, astronomers have a pretty accurate idea of how stars were formed in the recent cosmic past. But do these laws also apply to older galaxies? For around a...
Just because someone is smart and well-motivated doesn't mean he or she can learn the visual skills needed to excel at tasks like matching fingerprints, interpreting medical X-rays, keeping track of aircraft on radar displays or forensic face matching.
That is the implication of a new study which shows for the first time that there is a broad range of differences in people's visual ability and that these...
Computer Tomography (CT) is a standard procedure in hospitals, but so far, the technology has not been suitable for imaging extremely small objects. In PNAS, a team from the Technical University of Munich (TUM) describes a Nano-CT device that creates three-dimensional x-ray images at resolutions up to 100 nanometers. The first test application: Together with colleagues from the University of Kassel and Helmholtz-Zentrum Geesthacht the researchers analyzed the locomotory system of a velvet worm.
During a CT analysis, the object under investigation is x-rayed and a detector measures the respective amount of radiation absorbed from various angles....
The quantum world is fragile; error correction codes are needed to protect the information stored in a quantum object from the deteriorating effects of noise. Quantum physicists in Innsbruck have developed a protocol to pass quantum information between differently encoded building blocks of a future quantum computer, such as processors and memories. Scientists may use this protocol in the future to build a data bus for quantum computers. The researchers have published their work in the journal Nature Communications.
Future quantum computers will be able to solve problems where conventional computers fail today. We are still far away from any large-scale implementation,...
15.11.2017 | Event News
15.11.2017 | Event News
30.10.2017 | Event News
21.11.2017 | Physics and Astronomy
21.11.2017 | Physics and Astronomy
21.11.2017 | Life Sciences