The Effect of Moral Congruence of Calls to Action and Salient Social Norms on Online Charitable Donations: A Protocol Study.

ABSTRACT: Online advertising is an important tool that can be utilized by charities to elicit attention and funding. A critical examination of advertisement strategies is thus necessary to increase the efficacy of fundraising efforts. Previous studies have shown that individuals' moral views and perceptions of social norms can play important roles in charitable behavior. Thus, the current protocol describes a study to examine whether framing charitable advertisements in line with participants' morality and increasing the salience of descriptive social norms increases subsequent charitable behavior. We describe experimental, online methods, whereby participants are provided with a framed call-to-action and normative information within a custom-developed application or existing survey platform. Furthe

SUBMITTER: Erceg N 

PROVIDER: S-EPMC6212564 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature