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Can you feel their pain? Examining the relationship between the mental simulation of visceral states and the willingness to donate to a charitable organization

Stein, Eric James; Dulas, Ena
Master thesis
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URI
http://hdl.handle.net/11250/2578490
Date
2018
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  • Master of Science [1526]
Abstract
People's behavior is heavily influenced by the visceral state they are experiencing.

Previous research has found that mental simulation can act as substitute for real

experiences. This study combines these two concepts and examines the

relationship between the mental simulation of visceral states within a charitable

giving scenario. In two studies, we have evaluated whether mentally simulating

two states — hunger and cold — will affect participants’ willingness to donate to

the charity that seeks to help those suffering from a condition caused by that state.

After engaging in the mental simulation exercise, participants of Study 1, were

given the opportunity to evaluate and allocate a donation to four real charitable

organizations. In Study 2, participants were presented with four hypothetical

charities and they were also informed that they could keep the hypothetical funds

they chose not to donate. Results from our studies yielded evidence that suggests

the mental simulation condition, the vividness of their immersion, and the current

bodily states of participants all have varying degrees of influence on donation

decision-making behavior.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
Publisher
Handelshøyskolen BI

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