Abstract # 13362 Poster # 160:

Scheduled for Friday, August 23, 2019 06:00 PM-08:00 PM: (Alumni Lounge) Poster Presentation


IS A PICTURE WORTH A THOUSAND WORDS? INITIAL ANALYSIS OF VALENCE-FRAMING EFFECTS ON CHIMPANZEE (PAN TROGLODYTES) WELFARE DONATION APPEALS

A. C. Kwiatt, L. M. Hopper and S. R. Ross
Lester E. Fisher Center for the Study & Conservation of Apes, Lincoln Park Zoo, 2001 N. Clark St. , Chicago, IL 60614, USA
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     Americans donated over $11.3 billion to environmental and animal welfare causes in 2017, and primate-focused organizations can optimize fundraising by increasing their understanding of factors that influence philanthropy. Previous studies of framing effects, a form of decision-making bias, have demonstrated that negatively-valenced framing elicit stronger consumer responses to purchase products, but the degree to which these effects are expressed in charitable giving remains unclear. We investigated if positive, negative or neutral campaigns more effectively influence donations to primate conservation and welfare causes, and the possible effect of image/text congruency. We created mock chimpanzee sanctuary charitable appeals combining positive, neutral and negative valenced text and pictures, resulting in nine different text/picture valence combinations (valences were independently validated by 285 raters). Participants (n=160) were presented with pairs of these appeals, selected from the 36 pairwise combinations. Participants were given 5 fictional dollars and instructed to donate to one or both appeals. We found a significant effect of text valence on willingness to give (ANOVA, F=5.806, p=0.004), with participants donating more to campaigns with positively-valenced text. We found no effect of image valence (F=0.654 p=0.522), but did find an interaction between text and picture valence, with congruent appeals eliciting higher donations than incongruent (F=4.240, p=0.003). Further analysis will provide a more nuanced understanding of how to effectively create persuasive fundraising appeals for primate conservation and welfare organizations.