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Experimental evidence on the impact of biodiversity conservation videos on charitable donations

Shreedhar, Ganga and Mourato, Susana (2019) Experimental evidence on the impact of biodiversity conservation videos on charitable donations. Ecological Economics, 158. pp. 180-193. ISSN 0921-8009

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Identification Number: 10.1016/j.ecolecon.2019.01.001

Abstract

We explored how different types of audio-visual media content impacted charitable donations using a lab experiment. Subjects chose to donate to a charity in a modified dictator game, after being randomly assigned to watch videos featuring either a non-charismatic species (Bats), a charismatic species (Lions) a composite habitat composed of both species (Bats and Lions in the Savanna), with and without additional content on the anthropogenic cause of endangerment. In addition to this, a subset of subjects was offered public recognition alongside videos. We found media content influences pro-social behaviour on both the intensive and extensive margins of giving: videos with charismatic Lions increased the probability of donating (intensive margin of giving), but content about human cause of endangerment, increased the amount donated conditional on having decided to donate (extensive margin of giving). There is heterogeneity in treatment effects based on past pro-social behaviour: public recognition increases donations only for those reporting donating to charities in the past.

Item Type: Article
Additional Information: © 2019 Elsevier B.V.
Divisions: Psychological and Behavioural Science
Geography & Environment
Subjects: B Philosophy. Psychology. Religion > BF Psychology
G Geography. Anthropology. Recreation > GE Environmental Sciences
Date Deposited: 06 Feb 2019 14:00
Last Modified: 12 Jul 2019 23:08
URI: http://eprints.lse.ac.uk/id/eprint/100033

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