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Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow

In this study, we investigated whether background information of a visual charity appeal can influence people’s motivation to donate and the hypothetical amount donated. Specifically, participants were presented with a charity appeal to help a local hospital respond to the Coronavirus Disease-19 (CO...

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Autores principales: Caserotti, Marta, Vacondio, Martina, Maze, Maya, Priolo, Giulia
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9020366/
https://www.ncbi.nlm.nih.gov/pubmed/35465559
http://dx.doi.org/10.3389/fpsyg.2022.800199
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author Caserotti, Marta
Vacondio, Martina
Maze, Maya
Priolo, Giulia
author_facet Caserotti, Marta
Vacondio, Martina
Maze, Maya
Priolo, Giulia
author_sort Caserotti, Marta
collection PubMed
description In this study, we investigated whether background information of a visual charity appeal can influence people’s motivation to donate and the hypothetical amount donated. Specifically, participants were presented with a charity appeal to help a local hospital respond to the Coronavirus Disease-19 (COVID-19) emergency depicting a man sitting on a bed in a hospital room. The number of visual details (i.e., medical equipment) depicted in the background was manipulated according to three conditions: (1) “High information” condition (i.e., a room full of medical equipment), (2) “low information” condition (i.e., room with few pieces of medical equipment), and (3) “no information” condition (i.e., non-contextual background). We investigated whether the number of visual background details would have increased the tangibility of the cause measured as the hospital’s adequate preparedness to deal with the COVID-19 emergency and severity of the patient’s medical conditions. We also investigated whether increased tangibility, elicited by a higher amount of background information, would heighten participants’ perceived impact of their donation and warm glow, which in turn would have led to increased motivation to donate and the amount donated. We found no significant direct effect of condition on the donated amount. However, path models revealed that more background information positively influenced participants’ motivation to donate and the amount donated indirectly through increased tangibility, impact, and warm glow. Finally, we showed that a higher risk perception of COVID-19 was associated with higher donations. Results are discussed in line with relevant literature.
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spelling pubmed-90203662022-04-21 Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow Caserotti, Marta Vacondio, Martina Maze, Maya Priolo, Giulia Front Psychol Psychology In this study, we investigated whether background information of a visual charity appeal can influence people’s motivation to donate and the hypothetical amount donated. Specifically, participants were presented with a charity appeal to help a local hospital respond to the Coronavirus Disease-19 (COVID-19) emergency depicting a man sitting on a bed in a hospital room. The number of visual details (i.e., medical equipment) depicted in the background was manipulated according to three conditions: (1) “High information” condition (i.e., a room full of medical equipment), (2) “low information” condition (i.e., room with few pieces of medical equipment), and (3) “no information” condition (i.e., non-contextual background). We investigated whether the number of visual background details would have increased the tangibility of the cause measured as the hospital’s adequate preparedness to deal with the COVID-19 emergency and severity of the patient’s medical conditions. We also investigated whether increased tangibility, elicited by a higher amount of background information, would heighten participants’ perceived impact of their donation and warm glow, which in turn would have led to increased motivation to donate and the amount donated. We found no significant direct effect of condition on the donated amount. However, path models revealed that more background information positively influenced participants’ motivation to donate and the amount donated indirectly through increased tangibility, impact, and warm glow. Finally, we showed that a higher risk perception of COVID-19 was associated with higher donations. Results are discussed in line with relevant literature. Frontiers Media S.A. 2022-04-06 /pmc/articles/PMC9020366/ /pubmed/35465559 http://dx.doi.org/10.3389/fpsyg.2022.800199 Text en Copyright © 2022 Caserotti, Vacondio, Maze and Priolo. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Caserotti, Marta
Vacondio, Martina
Maze, Maya
Priolo, Giulia
Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow
title Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow
title_full Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow
title_fullStr Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow
title_full_unstemmed Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow
title_short Look Behind Me! Highly Informative Picture Backgrounds Increase Stated Generosity Through Perceived Tangibility, Impact, and Warm Glow
title_sort look behind me! highly informative picture backgrounds increase stated generosity through perceived tangibility, impact, and warm glow
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9020366/
https://www.ncbi.nlm.nih.gov/pubmed/35465559
http://dx.doi.org/10.3389/fpsyg.2022.800199
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