Mention of the word 'loving' doubles charitable donations
image via flickr
French researchers say that adding the text “donating=loving” to a charitable collection box almost doubled the amount of money they raised. The researchers think that adding the word “loving” acts as a prime, activating related concepts such as compassion, support and solidarity, and thereby encourages behaviour consistent with those ideas.
For more information about the methodology and other research which explored behaviour ‘primes’ see this BPS Research Digest post
