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Agentic appeals increase charitable giving in an affluent sample of donors

Whillans, Ashley V ; Dunn, Elizabeth W Lacetera, Nicola

PloS one, 2018-12, Vol.13 (12), p.e0208392-e0208392 [Periódico revisado por pares]

United States: Public Library of Science

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Título:
Agentic appeals increase charitable giving in an affluent sample of donors
Autor: Whillans, Ashley V ; Dunn, Elizabeth W
Lacetera, Nicola
Assuntos: Adult ; Affluence ; Aged ; Altruism ; Analysis ; Behavior ; Biology and Life Sciences ; Charitable contributions ; Charitable donations ; Charities ; Donations ; Economics ; Experiments ; Family income ; Female ; Fund Raising - statistics & numerical data ; Households ; Human acts ; Human behavior ; Humans ; Interpersonal Relations ; Male ; Management science ; Messages ; Middle Aged ; Models, Theoretical ; Objectives ; People and Places ; Personality ; Philanthropy ; Physical Sciences ; Psychological aspects ; Research and Analysis Methods ; Researchers ; Rich ; Rich people ; Road tests ; Self Concept ; Social aspects ; Social psychology ; Social Sciences ; Studies ; Tissue Donors - psychology ; Tissue Donors - statistics & numerical data ; Wealth
É parte de: PloS one, 2018-12, Vol.13 (12), p.e0208392-e0208392
Notas: ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 23
Competing Interests: The authors have declared that no competing interests exist.
Descrição: Recent research suggests that affluent individuals adopt agentic self-concepts, striving to stand out from others and to master the environment on their own. The present study provides a road test of this idea, showing that this theorizing can be utilized to increase charitable giving among the affluent, when individuals do not realize that their behavior is being studied. In a naturalistic field experiment conducted as part of an annual fundraising campaign (N = 12,316), we randomly assigned individuals from an affluent sample to view messages focused on agency (vs. communion). Messages that focused on personal agency (vs. communion) increased the total amount of money that individuals in the sample donated by approximately 82%. These findings provide evidence for a simple, theoretically-grounded method of encouraging donations among those with the greatest capacity to give.
Editor: United States: Public Library of Science
Idioma: Inglês

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Agentic appeals increase charitable giving in an affluent sample of donors

Whillans, Ashley V ; Dunn, Elizabeth W Lacetera, Nicola

United States: Public Library of Science

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