What is the most important factor you consider before choosing where you might make a donation to charity? Most people I ask reply, understandably, that the neediness of the recipient is key.
But the choices donors actually make suggest that the neediest recipients are often allocated a disproportionally small share of charitable giving. Universities in the US, for example, attract far greater philanthropic contributions than charity organisations addressing the most pressing needs of the developing world.
To investigate the degree of this disparity, which we call the “charity beauty premium”, my colleagues Cynthia Cryder, Simona Botti and I asked people to donate to one (or more) of eight endangered species supported by a national conservation centre.
We found that the donors didn’t support the species that had the greater need for conservation – but those rated the “cuter” animals.
Similarly, people were inclined to help more beautiful human recipients, when they had to make decisions about children or adults helped by charities. This tendency to donate to more attractive rather than to needier recipients seemed even more puzzling when we found that attractive people were perceived to be less needy. So why do people claim to care so much about neediness and then seemingly donate according to attraction?
Want vs shouldOne reason for this is that we can simultaneously hold “want” and “should” preferences.
Empathy countsHowever, the “charity beauty premium” effect seems to disappear in situations when donors experience high levels of empathy towards potential recipients.
https://theconversation.com/why-cute...onations-87300