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How Does the Content of Crowdfunding Campaign Pictures Impact Donations for Cancer Treatment

In: Information Systems and Neuroscience

Author

Listed:
  • Andreas Blicher

    (Copenhagen Business School)

  • Rob Gleasure

    (Copenhagen Business School)

  • Ioanna Constantiou

    (Copenhagen Business School)

  • Jesper Clement

    (Copenhagen Business School)

Abstract

This study investigates how visual stimuli influence cancer-related charitable online giving. Particularly, the study investigates how different types of crowdfunding campaign pictures affect decision making. We gathered crowdfunding campaigns from GoFundMe and divided them according to the main picture used in each campaign, i.e., cancer-related pictures vs. non-cancer-related pictures and pictures of individuals versus pictures of groups. We then conducted an experiment using physiological measures. The results from the experiment show that cancer-related pictures receive more money and more immediate attention and arousal than non-cancer-related pictures. Furthermore, group pictures receive more money and more total attention than individual pictures. The physiological measures from the experiment provide valuable knowledge about the underlying emotional mechanisms involved in the donation process.

Suggested Citation

  • Andreas Blicher & Rob Gleasure & Ioanna Constantiou & Jesper Clement, 2022. "How Does the Content of Crowdfunding Campaign Pictures Impact Donations for Cancer Treatment," Lecture Notes in Information Systems and Organization, in: Fred D. Davis & René Riedl & Jan vom Brocke & Pierre-Majorique Léger & Adriane B. Randolph & Gernot (ed.), Information Systems and Neuroscience, pages 61-71, Springer.
    • Handle: RePEc:spr:lnichp:978-3-031-13064-9_6
    DOI: 10.1007/978-3-031-13064-9_6
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