Global processing fosters donations toward charity appeals framed in an approach orientation

Mukherjee, Sumitava; Srinivasan, Narayanan; Manjaly, Jaison A.

doi:10.1007/s10339-014-0602-8

Cited by 10 publications

(9 citation statements)

References 32 publications

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“…Fourth, the religiosity effect could have been mediated by some other mental process than by an association to normative behavior. For example, the thought of religion could have primed global processing, which has been previously shown to increase prosocial behavior (Mukherjee et al, 2014 ).…”

Section: Discussionmentioning

confidence: 99%

Music As a Sacred Cue? Effects of Religious Music on Moral Behavior

et al. 2016

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Religion can have an important influence in moral decision-making, and religious reminders may deter people from unethical behavior. Previous research indicated that religious contexts may increase prosocial behavior and reduce cheating. However, the perceptual-behavioral link between religious contexts and decision-making lacks thorough scientific understanding. This study adds to the current literature by testing the effects of purely audial religious symbols (instrumental music) on moral behavior across three different sites: Mauritius, the Czech Republic, and the USA. Participants were exposed to one of three kinds of auditory stimuli (religious, secular, or white noise), and subsequently were given a chance to dishonestly report on solved mathematical equations in order to increase their monetary reward. The results showed cross-cultural differences in the effects of religious music on moral behavior, as well as a significant interaction between condition and religiosity across all sites, suggesting that religious participants were more influenced by the auditory religious stimuli than non-religious participants. We propose that religious music can function as a subtle cue associated with moral standards via cultural socialization and ritual participation. Such associative learning can charge music with specific meanings and create sacred cues that influence normative behavior. Our findings provide preliminary support for this view, which we hope further research will investigate more closely.

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Section: Discussionmentioning

confidence: 99%

Music As a Sacred Cue? Effects of Religious Music on Moral Behavior

et al. 2016

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“…There was no significant interaction between processing style and framing of message. This could potentially be due to multiple reasons but one important difference between Mukherjee et al (2014) and this study is the nature of the appeals. While there is only one appeal in this study, Mukherjee et al (2014) had two competing appeals to which money had to be divided.…”

Section: Methodsmentioning

confidence: 93%

“…This could potentially be due to multiple reasons but one important difference between Mukherjee et al (2014) and this study is the nature of the appeals. While there is only one appeal in this study, Mukherjee et al (2014) had two competing appeals to which money had to be divided. We did not observe any effect of global-local processing on the affective questions about sympathy or on mood management (all p > 0.5).…”

Section: Methodsmentioning

confidence: 93%

“…After global processing, participants assigned a higher price for a mug when the appeal was framed in a promotion orientation (e.g., what would you gain by choosing it) while after local processing, they assigned a higher price when the appeal was framed in an avoidance orientation (e.g., what would you lose by not choosing). In a previous study on donation, it was found that when both promotion and prevention appeals were presented simultaneously and participants had to split an amount between both, global processing yielded more donations to the approach oriented framing compared to the avoidance oriented one ( Mukherjee et al, 2014 ). However, in cases where a single appeal is presented in-line with previous experiments reported in this paper, we intended to test whether global processing result in more donations for both approach and avoidance oriented appeals or only for an approach oriented one.…”

Section: Methodsmentioning

confidence: 99%

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Perceptual Broadening Leads to More Prosociality

et al. 2018

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A link between perceptual processing styles and (pro)social behavior has gathered supporting empirical evidence to show that people raised or trained in traditions of collectiveness, compassion, and prosocial beliefs are biased to the global level in perceptual processing. In this research, we studied the reciprocal link – whether contextually broadening perceptual scope of attention via global processing could make people more prosocial. We hypothesized that global processing linked previously to an interdependent compassionate self-orientation would make people more prosocial, compared to local processing. Four experiments manipulated perceptual scope through a Global-Local task using hierarchical stimuli. It was found that participants who performed a global processing perceptual task volunteered to donate more money across different donation frames, compared to those who performed a local processing task. While previous research showed prosocial mindsets lead to perceptual broadening, the current results suggest that perceptual broadening also leads to more prosociality, thus establishing a reciprocal link between perceptual broadening (attentional scope), and acting prosocially. It is proposed that perceptual scope of attention is one of the generic cognitive processes that underlie prosocial decisions. Explanations based on scope of attention can potentially be used as a framework that enables researchers to link the effects of different contextual cues on prosocial decisions.

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“…The match of message features and context has been demonstrated to positively influence message persuasiveness (Lee & Aaker, 2004), and more specifically, charitable behavior (White & Peloza, 2009). Similarly, congruence between message features and internal psychological states has been demonstrated to encourage charitable behavior (Jeong et al, 2011;Lockwood et al, 2002;Mukherjee, Srinivasan, & Manjaly, 2014).…”

Section: Theoretical Developmentmentioning

confidence: 97%

Request framing moderates the influence of affective images on charitable giving

Genevsky¹,

Knutson²,

Yoon³

2018

Preprint

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Fundraising organizations face difficult decisions regarding how to construct solicitations for donations. While these aid requests often include multiple salient features, their interactive effect on donation behavior and the psychological mechanisms that underlie their combined influence remain unclear. In six studies utilizing online and laboratory samples, as well as hypothetical and real incentives, we examine whether and how request framing moderates the impact of positive and negative images on charitable giving. Across all studies and in a single-paper meta-analysis, the influence of affective images on giving was moderated by the valence of request framing, such that affectively matched features most effectively elicited donations. Further, donors’ experienced positive affect could account for this matching effect – even in cases of matched negative features. These findings suggest that organizations can increase the effectiveness of aid requests by focusing on the affective match of request features. This work integrates previously discrepant findings on the impact of affect on donations and holds both conceptual implications for how affect can influence giving and practical implications for organizations seeking to design optimally effective requests for aid.

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Global processing fosters donations toward charity appeals framed in an approach orientation

Cited by 10 publications

References 32 publications

Music As a Sacred Cue? Effects of Religious Music on Moral Behavior

Music As a Sacred Cue? Effects of Religious Music on Moral Behavior

Perceptual Broadening Leads to More Prosociality

Request framing moderates the influence of affective images on charitable giving

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