Key research themes
1. How do information framing and appeal content differentially influence donation decisions regarding willingness to give and donation amounts?
This theme investigates how the type of information presented to potential donors — specifically donor-related versus organization-related appeals — and the framing of donation choices (e.g., 'giving' vs. 'taking') affect the multidimensional aspects of donation behavior. It considers how distinct informational cues influence the initial decision to donate versus the amount given and explores potential interactive or backfire effects when multiple appeals are combined. Understanding these dynamics is critical for optimizing solicitation strategies and safeguarding donor autonomy in voluntary giving contexts.
2. What are the emotional and wellbeing consequences for donors and non-donors exposed to donation opportunities?
This theme focuses on understanding how donation opportunities impact not only donors but also non-donors in terms of emotions and overall well-being. It considers the hedonic benefits donors experience upon giving, the emotional costs or benefits to those who decline, and the net effect on the full population exposed to appeals. Key insights pertain to the psychological rewards of prosocial behavior and how donation appeals shape group-level affect, which has implications for the design of campaigns to balance donor engagement with community well-being.
3. How do cultural and individual donor characteristics influence donation preferences, motivations, and behaviors?
This research theme investigates how donor identity factors — including culture, religiosity, social norms, and demographic profiles — shape motivations for giving, preferences toward donation types (e.g., biomedical research vs patient care), and behaviors such as donating to identified individuals versus groups. This strand elucidates how sociocultural contexts modulate psychological mechanisms underlying donation decisions and the ethical debates around donor-recipient relationships, which inform tailored fundraising strategies and policy designs.