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If you make people feel good you can use it to increase the amounts that people give.
And this was a test that I think, for the RSPCA that we did and it just, when you embrace
those words by signing your name on those words you give more than if you printed your name on those words.
So it really is about identifying with morality when you give to organisations.
It's not a huge amount, it's about 50p on average on a typical gift that you can see there
the range is between £13 and £13.5 but that's still a significant
increase, and remember what's hiding in there is the difference between men and women, because men won't be giving you any more or less because of the stat. All right.
So actually if you look at women then the xxxxxx size would be higher again.
What else?
Well, we've played with moral identity for a little while now, and we know
that women are more responsive to moral identity than are
men, so one of the next questions becomes then, well is there some way in which we can increase
the amount of giving because we know that women care more about morality than men? And it turns out the answer to that is
yes. Where women have a
high identity esteem. So in other words, if I feel really great about being a girl
under the xxxxx law than if I have a low
identity esteem. In other words being a girl isn't so important to me and you can kind of track that when you look at the results on things. And this experiment.
Again there's a control group where there's really not much difference in terms of how much people view
and when you prime that female identity
just before you ask for the amount, there's a big difference there
in terms of how good people feel and how much they give
based on the sort of emotion of identity esteem.