The self-protective altruist: terror management and the ambivalent nature of prosocial behavior

Three studies examined the hypothesis that mortality salience (MS) will increase prosocial behaviors when the prosocial cause promotes terror management processes. However, when the prosocial cause interferes with these processes, MS will reduce prosocial behavior. In Study 1, following a MS procedure, participants indicated their willingness to donate money to charity or to donate to an organ donation organization. In Study 2, a research assistant randomly distributed fliers with reminders of death or back pain, and another research assistant solicited participants' assistance from either a charitable fund booth or an organ donation booth. Study 3 examined the impact of MS on helping a wheelchair-bound confederate or a walking confederate. The results indicated that MS increased charitable donations and increased help to a walking confederate. However, MS significantly decreased organ donation card signings and decreased help to a wheelchair-bound confederate. The discussion examines the tension between personal fear and worldview validation.     

Positive fantasies dampen charitable giving when many resources are demanded

Previous research found that positive fantasies about an idealized future yield low energy to pursue the fantasized future. We examined how positive fantasies about the resolution of a crisis (i.e., a lack of pain medication in Sierra Leone, the risk of flooding after Hurricane Irene) influence people's agreement to donate to charitable efforts directed at crisis resolution. In three studies, positive fantasies dampened the likelihood of agreeing to donate a relatively large amount of money, effort, or time, but did not affect the likelihood of agreeing to donate a relatively small amount of these resources. The effect of positive fantasies was mediated by perceiving the donation of larger (but not smaller) amounts of resources as overly demanding. These findings suggest that charitable solicitations requesting small donations might benefit from stimulating positive fantasies in potential donors, but those requesting large donations could be hurt.     

The emotional consequences of donation opportunities

Charities often circulate widespread donation appeals, but who is most likely to donate and how do appeals impact the well-being of individual donors and non-donors, as well as the entire group exposed to the campaign? Here, we investigate three factors that may influence donations (recent winnings, the presence of another person, and matched earnings) in addition to the changes in affect reported by individuals who donate in response to a charitable opportunity and those who do not. Critically, we also investigate the change in affect reported by the entire sample to measure the net impact of the donation opportunity. Results reveal that people winning more money donate a smaller percentage to charity, and the presence of another person does not influence giving. In addition, large donors experience hedonic boosts from giving, and the substantial fraction of large donors translates to a net positive influence on well-being for the entire sample.     

The emotional cost of charitable donations

Donations in support of a charitable cause can create a conflict between moral intuitions (e.g., fulfilling moral obligations and helping as many individuals in need as possible) and the cost entailed by following one's moral intuitions (e.g., spending money). The present paper investigates this conflict by putting people in a situation in which they must choose whether to help three women by giving more money or help one woman by giving less. In addition, the paper uses the attraction effect paradigm to counteract the single victim effect and reduce the conflict. Experiment 1 demonstrates that in a two-alternative context the majority of participants choose to help one woman by giving €150 instead of helping three women by giving €450. Experiment 2 replicates this finding and highlights the role of emotion regulation strategies in the management of the emotional conflict arising in the two-alternative condition. In both studies, the introduction of a third, dominated alternative reduces the conflict and makes it easier to choose the programme asking for a higher donation and helping three women. Implications for charitable donations and the role of the conflict between moral intuitions and economic costs are discussed.     

The emotional cost of charitable donations

Donations in support of a charitable cause can create a conflict between moral intuitions (e.g., fulfilling moral obligations and helping as many individuals in need as possible) and the cost entailed by following one's moral intuitions (e.g., spending money). The present paper investigates this conflict by putting people in a situation in which they must choose whether to help three women by giving more money or help one woman by giving less. In addition, the paper uses the attraction effect paradigm to counteract the single victim effect and reduce the conflict. Experiment 1 demonstrates that in a two-alternative context the majority of participants choose to help one woman by giving €150 instead of helping three women by giving €450. Experiment 2 replicates this finding and highlights the role of emotion regulation strategies in the management of the emotional conflict arising in the two-alternative condition. In both studies, the introduction of a third, dominated alternative reduces the conflict and makes it easier to choose the programme asking for a higher donation and helping three women. Implications for charitable donations and the role of the conflict between moral intuitions and economic costs are discussed.     

Affective motivations to help others: A two‐stage model of donation decisions

Emotional reactions are an important element in the motivation to help others. Our research examined the role of affective vs. deliberative information processing in the genesis and use of emotional reactions in decisions to provide financial aid to people in distress. In two studies, we investigated whether information processing mode influenced participants' donations, affective reactions, and the relationship between the two. Information processing was manipulated by a priming procedure and a cognitive load paradigm. Participants' empathic emotions were assessed by self‐reported sympathy, compassion, and distress. Additionally, we measured how much better a donation would make participants feel and their anticipated regret for not donating, which were taken as indicators of their motivation to donate as a form of mood management. Results suggest that different mechanisms govern the initial decision to donate money (Stage 1) compared to later decisions on how much money to donate (Stage 2). Motivations for mood management were primarily predictive of donation decisions, whereas empathic feelings were predictive of the donation amount. The potentially disruptive effects of deliberative processing on prosocial behavior are discussed in light of a two‐stage processing model of donations. Copyright © 2010 John Wiley & Sons, Ltd.     

社会拥挤对金钱捐赠意愿的影响：自我表达需要的中介作用

通过四个实验（474名被试）,采用三种不同的刺激物操纵拥挤感,在三种不同情境下测量两类金钱捐赠行为,来探索拥挤感对金钱捐赠的影响。结果发现：拥挤感强（vs. 弱）的被试有更高的金钱捐赠意愿、更高的月度和年度捐赠金额;其中个体的自我表达需要发挥中介作用,即体验到强拥挤感的个体的自我表达需要更强,为了满足这一需要,更积极响应金钱捐赠的呼吁。     

Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims

When donating to charitable causes, people do not value lives consistently. Money is often concentrated on a single victim even though more people would be helped, if resources were dispersed or spent protecting future victims. We examine the impact of deliberating about donation decisions on generosity. In a series of field experiments, we show that teaching or priming people to recognize the discrepancy in giving toward identifiable and statistical victims has perverse effects: individuals give less to identifiable victims but do not increase giving to statistical victims, resulting in an overall reduction in caring and giving. Thus, it appears that, when thinking deliberatively, people discount sympathy towards identifiable victims but fail to generate sympathy toward statistical victims.     

Doing good by doing nothing? The role of social norms in explaining default effects in altruistic contexts

We explore whether the known preference for default options in choice contexts—default effects—occur in altruistic contexts and the extent to which this can be explained through appeal to social norms. In four experiments, we found that (i) participants were more likely to donate money to charity when this was the default option in an altruistic choice context; (ii) participants perceived the default option to be the socially normative option; (iii) perceptions of social norms mediated the relationship between default status and charitable donations; and (iv) a transfer effect, whereby participants translated social norms they inferred from the default option in one domain into behavior in a second, related domain. Theoretically, our analysis situates default effects within a comprehensive body of social psychological research concerning social norms and the attitude‐behavior relationship, providing novel empirical predictions. Practically, these findings highlight that the way donation policies are framed can have an important impact on donation behavior: in our third study, we found that 81% donated half of their earnings for taking part in the experiment to charity when this was the default option, compared with only 19% when keeping the money was the default. Our work suggests that making use of default effects could be an effective tool to increase altruistic behavior without compromising freedom. © 2014 The Authors. European Journal of Social Psychology published by John Wiley & Sons, Ltd.     

Ask and You Shall be Given: Request Size and Donations to a Good Cause1

In an attempt to replicate the findings reported in this Journal by Weyant and Smith (1987), members or recent donors to a Canadian civil liberties organization were asked to donate money under one of three conditions: (a) In the control condition, they were simply asked for a donation; (b) in the “smaller request” condition, they were asked to make a donation, but amounts of Canadian $30 to $100 were suggested; and (c) in the “larger request” condition, amounts of $50 to $250 were suggested. Unlike the Weyant and Smith studies, we found no difference in the proportion of respondents making a donation, but significant differences in the size of the donations made by those making donations. In our study, the most effective way of getting large donations was to ask for a large amount. It was suggested that the most likely explanations for the differences in the results of the two studies were the following: First, our target population were previous donors to the organization, whereas those in the Weyant and Smith studies were not likely to have been. Previous research suggests that those who had been donors previously are influenced, positively, by requests for a specific large donation, whereas those not previously approached are, if anything, negatively influenced. Second, our “larger request” appears to be within a plausible range for donations, whereas the larger request in the Weyant and Smith study may have been seen as being outside of the plausible range. In any case, however, we would recommend caution in drawing a conclusion about the most effective request size to encourage people to donate money to charity.     

Exploring the relationship between umbilical blood cord donation and the impact of social distance on altruism and trust

Allogeneic umbilical cord blood (UCB) donation is a pro-social behaviour directed to strangers that has a certain cost for the donor. Although the promotion of such behaviour is an important goal for many countries' health systems, little is known about the reasons that would lead to it. With this study, we explored how the impact of social closeness on altruism and trust could be related to UCB donation in a sample of new-mothers (N = 167). Participants played hypothetical Dictator and Trust games with socially close (e.g., parents) or distant (e.g., strangers) others. They donated more money to parents and siblings compared to cousins, friends and strangers and they trusted more parents, siblings and friends than cousins and strangers. Interestingly, the lower the impact of social closeness on altruism (i.e., generosity towards socially distant others), the higher the intention and the actual probability of UCB donation. A mediation analysis has shown that the relationship between social closeness on altruism and UCB donation was mediated by objective intention to donate (i.e., having followed all the procedures needed). These findings show that other-oriented motivations towards distant others might have important practical implications in identifying the targets of interventions for the promotion of UCB donation.     

Committing Altruism under the Cloak of Self-Interest: The Exchange Fiction

Two field studies tested the hypothesis that people's willingness to help a charitable organization is greater when the act is presented as an economic transaction than when it is presented as an act of charity. In Study 1 participants donated more money to a charity when offered a product in exchange for their donation, even though the product itself held little appeal for them. Participants' donation rates were also more responsive to the level of need of the victim group when they were offered a product in exchange for their donation, consistent with the idea that the exchange provided psychological cover for their act of compassion. In Study 2 participants' willingness to purchase a product from a charitable organization increased the more of a bargain the price was purported to be, but only when the victims' need was high. The source of people's desire to not reveal or even to recognize the full extent of their prosocial motivation is discussed, as are the implications of the exchange fiction for charity appeals.     

Asymmetric frontal brain activity and parental rejection predict altruistic behavior: Moderation of oxytocin effects

Asymmetric frontal brain activity has been widely implicated in reactions to emotional stimuli and is thought to reflect individual differences in approach–withdrawal motivation. Here, we investigate whether asymmetric frontal activity, as a measure of approach–withdrawal motivation, also predicts charitable donations after a charity’s (emotion-eliciting) promotional video showing a child in need is viewed, in a sample of 47 young adult women. In addition, we explore possibilities for mediation and moderation, by asymmetric frontal activity, of the effects of intranasally administered oxytocin and parental love withdrawal on charitable donations. Greater relative left frontal activity was related to larger donations. In addition, we found evidence of moderation: Low levels of parental love withdrawal predicted larger donations in the oxytocin condition for participants showing greater relative right frontal activity. We suggest that when approach motivation is high (reflected in greater relative left frontal activity), individuals are generally inclined to take action upon seeing someone in need and, thus, to donate money to actively help out. Only when approach motivation is low (reflected in less relative left/greater relative right activity) do empathic concerns affected by oxytocin and experiences of love withdrawal play an important part in deciding about donations.     

An unintended consequence of social distance regulations: COVID-19 social distancing promotes the desire for money

Social distance regulations have been widely adopted during the global COVID-19 pandemic. From an evolutionary perspective, social connection and money are interchangeable subsistence resources for human survival. The substitutability principle of human motivation posits that scarcity in one domain (e.g., social connection) could motivate people to acquire or maintain resources in another domain (e.g., money). Two experiments were conducted to test the possibility that COVID-19 social distancing enhances the desire for money. Results showed that compared with controls, participants receiving social distancing primes (via recollection of experiences of social distancing or a Chinese glossary-search task) offered less money in the dictator game, showed lower willingness towards charitable donation (Experiment 1; N = 102), donated less money to a student fund, and rated money as having more importance (Experiment 2; N = 140). Our findings have far-reaching implications for financial decisions, charitable donations, and prosociality during and after the COVID-19 pandemic.     

Would You Like to Round Up and Donate the Difference? Roundup Requests Reduce the Perceived Pain of Donating

Recently, some companies have begun to ask their customers to “round up” transactions to the next highest dollar and donate the difference to charity. However, little is known about how consumers respond to such an appeal. Across a series of lab experiments and one large field study, we find that consumers respond more favorably to a roundup than to a flat donation request, even when the requested amount is identical. We find evidence that the effect arises because a roundup request reduces consumers’ perceived pain of donating. Three alternative explanations are examined (i.e., objective financial cost, inattention to donation cost, and perceived novelty of the request) but not supported. This research has important implications for both companies and nonprofits seeking to increase charitable donations from consumers.     

Donate More,Be Happier! Evidence from the Netherlands

It is hypothesized that charitable donation provides psychological benefits collectively referred to as the “warm glow”. This study aimed to determine the magnitude of the “warm glow” of charitable donors based on subjective wellbeing data and real-world donation totals obtained from two surveys: the Longitudinal Internet Studies for the Social Sciences (LISS) and the Giving in the Netherlands Panel (GINP). Fixed effect estimates showed that when controlling for such major shocks to happiness as changes in marital status, income, and employment, charitable donors had higher happiness scores. To account for the endogeneity of donating, variation in the types of solicitation by charities was exploited. Some specifications from instrumental variable estimation showed that donating higher amounts of money increases life satisfaction significantly. The results show the local average treatment effect (LATE) for individuals who donate an extra Euro because they are solicited and these individuals would not donate this extra Euro if they were not solicited.     

共情倾向与受害者可识别性对大学生捐款意愿的影响:共情反应的中介作用

以83名大学生为研究对象,探讨共情倾向和受害者可识别性对大学生捐款意愿的交互效应及内在机制。结果表明:(1)对低共情倾向的大学生,受害者可识别性对其捐款行为不存在显著影响,对高共情倾向的大学生,受害者可识别条件下的捐款意愿显著高于不可识别条件;(2)受害者可识别性通过增加高共情倾向大学生的同情反应,进而增强其捐款意愿。     

情绪和框架效应对个体捐赠决策影响的实验研究

本研究采用双因素被试间实验具体考察了特定即时情绪和框架效应对于捐赠决策的影响,结果发现存在显著的主效应和交互作用。悲伤情绪能够增加捐赠者的捐赠意愿,快乐情绪会降低捐赠者的捐赠意愿;损失框架能够增加捐赠者的捐赠意愿,幸存框架会降低捐赠者的捐赠意愿;快乐情绪的捐赠者的捐赠决策受框架效应的影响要弱于中性情绪和悲伤情绪的捐赠者,捐赠者在幸存框架下的捐赠决策受情绪的影响比在损失框架下受情绪的影响更小。     

大学生网络捐助的影响因素:求助者特征的视角

以往关于捐助的心理学研究主要聚焦于现实环境中的捐助行为,以及捐助者自身特点对捐助的影响,网络环境、求助者特征对捐助影响的研究较少。本研究以大学生为被试,比较不同信息发布者情境中,网络与现实中捐助的意愿,并确定求助者的身份特征和求助信息特征对网络捐助的影响。结果发现,在捐助意愿和捐助金额方面,网络渠道高于现实渠道、熟人发布高于陌生人发布;当求助者与捐助者同为大学生时,捐助者对求助者的理性求助信息比情绪性求助信息有更强的捐助意愿和更多捐助金额。以上结果与大学生网络社会支持水平较高、处理网络信息能力较强有关。