Written by Milenko Martinovich.
How can culture influence giving? Some scholars have argued that people are more likely to share with others who are similar in terms of race or sex, but the evidence for this is mixed.
New research by Stanford psychologists, which appeared this week in Social Cognitive and Affective Neuroscience, suggests, however, that similar emotional expressions can motivate giving, and can do so even more than a common race or sex.
Since culture drives peoples’ tendency to value similar emotions in others – a phenomenon dubbed “ideal affect match” – the research clarifies a new way that culture can influence giving and potentially provide organizations insights into their philanthropic efforts.
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