Covert Influence...
Tapping into Human Desires and Emotions
(Part 3 of a multi-part series)
Kevin Hogan
Page 3
Desires and Emotions that Sell
People are more likely to donate to pledge drive appeals when
fundraisers tap into peoples' desire to help others, according
to a new study in the Journal of Consumer Research. Donors
are also more likely to respond to appeals that involve negative
emotions than pitches about benefits to the donor.
Authors Robert J. Fisher (University of Alberta), Mark
Vandenbosch (University of Western Ontario), and Kersi D. Antia
(University of Wisconsin-Madison) examined scripts for pledge
breaks at a public television station. "The research findings
suggest that viewers donated because they felt an obligation to
do so - people expect self- or social censure if they don't help
when they feel empathy for a person or organization they care
about," they write.
The individual feels OBLIGATED.
The individual expects SELF CENSURE if they fail to donate.
The individual expects SOCIAL CENSURE if they fail to donate.
Now that it compelling.
Prevailing wisdom holds that people are generally selfish. Yet
when it comes to donation appeals, it seems that potential
donors are motivated by appeals that involve the benefit to
others: the station, the community, or specific groups of people
other than themselves.
The authors' research involved close examination of scripts for
four fundraising campaigns for a public television station.
There were 584 scripts and 4,868 appeals in total. The
researchers categorized the appeals into types (commercial-free
programming, funding cuts, premiums or gifts for donors).
In
addition to comparing the promotional tactics, the researchers
also coded each appeal for its emotion value. Donors responded
better to negative appeals - such as those that mentioned funding
cuts to the station - than joyful ones.
The researchers note that shame can be a powerful motivator.
"Failing to help under these conditions often leads to shame,
which is a powerful negative emotion that is experienced when
there is an inconsistency between a person's actual and desired
self."
"Paradoxically, it is by helping others that we derive self-benefits in the form of enhanced self-esteem and social approval -
serving others connotes valued human traits including
compassion, cooperativeness, and kindness," the authors conclude.
And yes there is even MORE we can learn from those organizations
that are non-profit...on purpose.
What documented factor is the most important in influence?
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In
addition to comparing the promotional tactics, the researchers
also coded each appeal for its emotion value. Donors responded
better to negative appeals - such as those that mentioned funding
cuts to the station - than joyful ones.
