Does Implicit Color Bias Reduce Giving? Learnings from Fundraising Survey Using Implicit Association Test (IAT)

被引：0
|
作者：
Abhishek Bhati
机构：
[1] Bowling Green State University,Department of Political Science
来源：
VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations | 2021年 / 32卷
关键词：
Fundraising; Charitable contribution; Giving; Implicit bias; Colorism; Beneficiaries;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
This article explores the relationship between implicit (unconscious) color bias and giving by answering the research question: How does a donor’s implicit color biases affect giving to beneficiaries living in developing countries? The study draws from a fundraising survey consisting of 750 participants measuring their implicit biases using the Skin-tone Implicit Association Test (IAT) and their willingness to give along with their sociodemographic data. The findings show higher implicit color biases reduce the probability of giving a higher donation (more than $10). The results provide important new evidence about the negative relationship between implicit color bias and giving and highlight ethical concerns regarding the portrayal of beneficiaries in fundraising advertisements.
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页码：340 / 350
页数：10
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