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so this research has to do with thinking
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about how to enhance charitable giving
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by motivating consumers to give that's
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sort of the first question and within
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that question the second question we're
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looking at is how to make them give time
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instead of money and so we're interested
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in factors that increase the likelihood
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that consumers will be more likely to
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give time when they're asked to donate
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as opposed to money
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well what we find is that when you are
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attempting to get consumers to give time
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a very effective strategy is to make
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them think about themselves as moral
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individuals there's two ways to do this
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one way is to trigger something internal
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to them so that they see themselves as
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moral people the other way is to provide
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them with external cues that make them
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think about their morality and so the
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combination of these two things can
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increase the likelihood that we find
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that they will want to give time instead
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of money
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well we were surprised to find that you
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have to be careful when you are trying
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to put moral Q's in front of people
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because they can be very powerful for
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example if you get them to start
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thinking about moral individuals like
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Mother Teresa sometimes what can happen
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is they feel like they can't reach that
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moral ideal so they end up not doing
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anything from a moral perspective
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because it's too far afield of what how
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they would want to see themselves or how
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they believe they could see themselves
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the other thing is that we have to be
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careful because sometimes if you get
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them to think about their moral identity
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they'll think about moral things they've
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done in the past and on that particular
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instance that you ask them to do
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something they'll choose not to do it
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because they have kind of built up this
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moral surplus and the moral bank account
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so to speak so the way you have to
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trigger moral thoughts is in a very
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subtle way to not be too powerful to
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drive these two types of effects that I
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just mentioned
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the research that we're doing suggests
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the following so if you're designing a
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persuasive communication let's say
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you're putting out a brochure that's
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part of a mass mailing then what you're
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going to want to do is you're gonna want
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to include in that brochure symbols and
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cues in the writing in the request for
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help that will that will trigger this
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notion of morality cues like a words
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that might be related to morality like
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compassion and caring and and these
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kinds of things these are words that
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when people read them they think about
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these words and how these words relate
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to who they are and in some instances
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that we find in the research these words
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just these words the presence of these
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words and the persuasive communication
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will trigger in their minds a sense of
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morality that they should do something
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and in turn will increase the likelihood
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that they give time
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I think that there's a misperception
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that it's too difficult to make people
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give time here's why time is a very
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special resource compared to money
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people don't want to give time to just
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anybody right so what we find in the
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research is that all things equal people
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want to give money because giving time
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has certain distinct psychological cost
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to it for example time is very finite
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money is fungible but you only have 24
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hours in the day so you're gonna choose
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to give that time to particular close
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others so when you're thinking about
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trying to get people to do something to
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give time to a pro-social cause where
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those benefactors are strangers then
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it's hard to do and people think it's
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almost impossible because the fact that
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giving time people have this aversion to
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doing it and what we find is that you
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can overcome this aversion by playing
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into a person's moral self or presenting
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them with cues that get them to think
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about themselves as moral individuals
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and then that overcomes us aversion to
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giving time in particular instances
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there's the discussion about how to give
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how to get people to give time and it
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turns out that folks who are part of the
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Millennial group tend to want to give
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time a bit more than other groups and so
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our research says that you know even
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though these Millennials want to give
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time there's an a huge group of other
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folks that aren't Millennials who we
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need to focus on on as well who may not
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have this internal sort of
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predisposition to want to give time and
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so our research really focuses on how to
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bring that other those other groups into
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the fray by motivating them to give time
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through what we show in our paper
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and that's exactly what we find in the
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research is that the act of giving time
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has these psychological benefits that
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money doesn't have so it's it's a more
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meaningful act it's more self expressive
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for people who are thinking about
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themselves as moral individuals it is
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also much more meaningful and increased
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happiness for people and a sense of
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connectedness for those who are
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receiving the time that money just can't
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well this research is special in the
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sense that most of the studies that are
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done on giving have to do with measuring
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people and measuring their behavior over
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time and those studies are correlational
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our study is what sets our apart our
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studies is the fact that when we use
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causal experiments and we bring people
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into the lab and we can clearly
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manipulate things to see what's changing
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their behavior and at the end of that we
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can conclude it's exactly what we were
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imposing on them in terms of their
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thought processes that actually drove
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what they did and you can't conclude
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that in a correlational study
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so I'm super interested in the role that
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moral identity plays in terms of how it
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relates to emotions emotions like
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empathy aw and these kinds of moral
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elevation experiences and so what I'm
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also particularly interested in is the
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idea of how does the act of giving
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subsequently reinforce a person's moral
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identity so in our paper we're looking
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at the role that moral identity plays on
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giving but I'd like to actually reverse
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that relationship and see to what extent
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are certain types of giving related to
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strengthening how a person sees
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themselves as a moral individual
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you
