Sunday, May 13, 2012

CHARITY BEGINS ON VIDEO



Heart-tugging appeals to compassion sway less-religious people more than the devout, a study finds.
There was a correlation between high religiosity and generosity. But for the less-religious, whether or not they'd seen the child-poverty video influenced their levels of giving. Meanwhile, the video had no such influence on the more-religious participants. The researchers theorized that, lacking a framework encouraging "pro-social" behavior, less-religious people are motivated more by personality traits and the emotion of a situation.
"My Brother's Keeper: Compassion Predicts Generosity More Among Less Religious Individuals," Laura R. Saslow and six other authors, Social Psychological and Personality Science (forthcoming)

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