Feel appeal: Using emojis to capture and quantify sympathetic sentiment October 2018

Transcription

1 Feel appeal: Using emojis to capture and quantify sympathetic sentiment October 2018

2 Who We Are Who We Are Dr Aiden P Gregg Associate Professor of Psychology University of Southampton, UK PhD Yale University (2000) Research interests include identity motives, lie detection, and indirect measures. Mark Ursell Founder and CEO MindMover, London UK 17 Years in market research field Specializes in providing insight via bespoke and innovative online solutions.

3 Who We Are Who We Are Dr Aiden P Gregg Associate Professor of Psychology University of Southampton, UK PhD Yale University (2000) Research interests include identity motives, lie detection, and indirect measures. Mark Ursell Founder and CEO MindMover, London UK 17 Years in market research field Specializes in providing insight via bespoke and innovative online solutions.

4 Charitable Concern: Some Economic and Psychological Perspectives

5 Circles of Concern Me Us Them Concern is a Scarce Resource Needs are unlimited, charity is limited Necessitates selective discrimination Prioritization of Me and Us over Them. Goal of Fundraising Transfer a target from Them to Us Displace other targets in a zero-sum game Or expand range of Us Both are a challenge

6 Circles of Concern Concern is a Scarce Resource Needs are unlimited, charity is limited Necessitates selective discrimination Prioritization of Me and Us over Them. Goal of Fundraising Transfer a target from Them to Us Displace other targets in a zero-sum game Or expand range of Us Both are a challenge Book Singer, P. (2009). The life you can save. New York: Random House.

7 Circles of Concern Concern is a Scarce Resource Needs are unlimited, charity is limited Necessitates selective discrimination Prioritization of Me and Us over Them. Goal of Fundraising Transfer a target from Them to Us Displace other targets in a zero-sum game Or expand range of Us Both are a challenge Study Leliveld, M. C., & Risselada, H. (2017). Dynamics in charity donation decisions: Insights from a large longitudinal data set. Science Advances, 3(9), [e ].

8 Circles of Concern Concern is a Scarce Resource Needs are unlimited, charity is limited Necessitates selective discrimination Prioritization of Me and Us over Them. Goal of Fundraising Transfer a target from Them to Us Displace other targets in a zero-sum game Or expand range of Us Both are a challenge Study Västfjäll, D., Slovic, P., Mayorga, M., & Peters, E. (2014). Compassion fade: Affect and charity are greatest for a single child in need. PloS one, 9(6), e doi: /journal.pone

9 The Precondition Intuition Appeal Methods Induce situational compliance Appeal to reason Appeal to emotion Emotion is Indispensable Charity is largely sentimentally motivated You are either moved or unmoved Fundraising must have feel appeal Cause or predictor of charity

10 The Precondition Intuition Appeal Methods Induce situational compliance Appeal to reason Appeal to emotion Emotion is Indispensable Charity is largely sentimentally motivated You are either moved or unmoved Fundraising must have feel appeal Cause or predictor of charity Study Hsee, C. K. & Rottenstreich, Y. (2004). Music, pandas, and muggers: On the affective psychology of value. Journal of Experimental Psychology: General, 133,

11 The Precondition Intuition Appeal Methods Induce situational compliance Appeal to reason Appeal to emotion Emotion is Indispensable Charity is largely sentimentally motivated You are either moved or unmoved Fundraising must have feel appeal Cause or predictor of charity Study Batson, C. D., Klein, T. R., Highberger, L., & Shaw, L. L. (1995). Immorality from empathy-induced altruism: When compassion and justice conflict. Journal of Personality and Social Psychology, 68,

12 The Precondition Intuition Appeal Methods Induce situational compliance Appeal to reason Appeal to emotion Emotion is Indispensable Charity is largely sentimentally motivated You are either moved or unmoved Fundraising must have feel appeal Cause or predictor of charity Study Small, D. A., & Verrochi, N. M. (2009) The face of need: Facial emotion expression on charity advertisements. Journal of Marketing Research, 46,

13 The Precondition Intuition Appeal Methods Induce situational compliance Appeal to reason Appeal to emotion Emotion is Indispensable Charity is largely sentimentally motivated You are either moved or unmoved Fundraising must have feel appeal Cause or predictor of charity Study Keating, C. F., Randall, D. W., Kendrick, T., & Gutshall, K. A. (2003). Do Babyfaced Adults Receive More Help? The (Cross-Cultural) Case of the Lost Resume. Journal of Nonverbal Behavior, 27,

14 The Precondition Intuition Appeal Methods Induce situational compliance Appeal to reason Appeal to emotion Emotion is Indispensable Charity is largely sentimentally motivated You are either moved or unmoved Fundraising must have feel appeal Cause or predictor of charity Study Starr, S. B. (2015). Estimating gender disparities in federal criminal cases. American Law and Economic Review, 17,

15 The Precondition Intuition Appeal Methods Induce situational compliance Appeal to reason Appeal to emotion Emotion is Indispensable Charity is largely sentimentally motivated You are either moved or unmoved Fundraising must have feel appeal Cause or predictor of charity Study Levin, J., Arluke, A & Irvine, L. (2017). Are people more disturbed by dog or human suffering? Influence of victim's species and age. Society and Animals, 25, 1-16.

16 Tricky Questions About the Role of Emotion Which Emotions Are Relevant? Empathy, Pity, Love? Vexation, Indignation, Outrage? Pride, Guilt, Shame? Relief, Satisfaction, Joy?

17 Tricky Questions About the Role of Emotion Which Emotions Are Relevant? Empathy, Pity, Love? Vexation, Indignation, Outrage? Pride, Guilt, Shame? Relief, Satisfaction, Joy?

18 Tricky Questions About the Role of Emotion Which Emotions Are Relevant? Empathy, Pity, Love? Vexation, Indignation, Outrage? Pride, Guilt, Shame? Relief, Satisfaction, Joy?

19 Tricky Questions About the Role of Emotion Which Emotions Are Relevant? Empathy, Pity, Love? Vexation, Indignation, Outrage? Pride, Guilt, Shame? Relief, Satisfaction, Joy?

20 Tricky Questions About the Role of Emotion Which Emotions Are Relevant? Empathy, Pity, Love? Vexation, Indignation, Outrage? Pride, Guilt, Shame? Relief, Satisfaction, Joy?

21 Tricky Questions About the Role of Emotion Which Emotions Are Relevant? Empathy, Pity, Love? Vexation, Indignation, Outrage? Pride, Guilt, Shame? Relief, Satisfaction, Joy? Study Aknin, L. B., Mayraz, G., & Helliwell, J. F. (2017). The emotional consequences of donation opportunities. The Journal of Positive Psychology, 12,

22 Tricky Questions About the Role of Emotion Which Emotions Are Relevant? Empathy, Pity, Love? Vexation, Indignation, Outrage? Pride, Guilt, Shame? Relief, Satisfaction, Joy? Study Liang, J., Zengxiang, C., & Jing L. (2016). Inspire me to donate: The use of strength emotion in donation appeals. Journal of Consumer Psychology, 26,

23 Tricky Questions About the Role of Emotion How Are Emotions Relevant? Is more emotion always better? What does more mean anyhow? What is the emotion about exactly? How Can They Be Assessed? Verbal report methods often fallible or false Objective methods often unwieldy or equivocal Is there any other option?.emojis Perhaps?

24 Using Emojis: The Rationale

25 Why Should One Use Emojis? Familiar and Frequent Commonly encountered and used A cross-cultural pictorial Lingua Franca. Engaging and Endearing Popular in product embellishment Emoji is now a registered global brand. Efficient and Eloquent A picture a worth a thousand words Abbreviates and concentrates expression Evocative and Emotive Conveys tone and sentiment Clarifies and amplifies expression

26 Which Emojis Should One Use? An Array of Options So which emojis are the right ones? Are all suited to fundraising issues?. Coverage Issues Some relevant emojis may be omitted Other emojis may be duplicated. Haphazard and Contextual Unicode authorization & historical evolution Developed specifically for social media Promising but Problematic How to apply them in fundraising? Which features to adopt or to adapt?

27 Emojiology: A Systematic Solution Solution: Create Bespoke Emojis Suitable for fundraising applications Rooted in scientific psychology Emotions vary along common dimensions Incisive and Articulate Tellingly tap into key emotional drivers Feelings can be quantified, measured, conveyed Convenience of self-report with the depth of objective indices

28 Using Emojis: 3-D Model

29 Our 3-D model

30 Charity-Relevant Emotions: Targets, Types, and Sweet Spots

31 What Targets Might Charity-Relevant Emotions Be Directed At? The Victim(s) The person(s) in need of charity. The Donor The person who is the source of the charity. The Process The means whereby the charity occurs

32 What Type of Charity-Relevant Emotions Might Be Assessed? Actual Emotions How the donor feels NOW About the victim About the donor About the process. Conditional Emotions How the donor (expects they) WOULD feel IF Charity was granted Charity was not granted X About the victim About the donor About the process

33 What Would be the Ideal Feelings For Maximizing Charity (Sweet Spots)?

34 What Type of Charity-Relevant Emotions Might Be Assessed? Approach To Gaining Answers Declare Dogmatically Tinker and Observe Make Educated Guesses then Systematically Test. The Emojiology Advantage Emotions can be Assessed Both Sensitively and Conveniently In Quantifiable Ways Towards Multiple Targets Both Actual and Conditional

35 Potential Sweet Spots: Optimal Emotions to Target VICTIM RIGHT NOW CHARITY NOT GRANTED CHARITY GRANTED

36 Illustration: Empathy Gap EMPATHY GAP (e.g., RIGHT NOW) VICTIM MATCH NON-MATCH MISMATCH DONOR Pity Indifference Sadism

37 Conclusion: The Promise of Emojiology

38 Emojiology Sensitive But Scientific Leverages evocativeness of emojis Via systematic models of emotion. Intuitive But Numerical Uses facial expressions for measurement Yields quantitative metrics for scoring. Comprehensive But Flexible Offers up to four dimensions of evaluation Grids can be adapted for particular purposes Bottom Line: Promising applications in fundraising Benchmarking, evaluation, differentiation, etc.