Does emotional media content increase donations for rejected groups?

What is it about?

The main objective of this research is to analyze the effect of exposure to Prosocial media content (PMC) on the subsequent intention to donate to a prosocial cause of a rejected-group versus a prosocial cause of a neutral-group. The hypothesis, supported in two experimental studies, is that for the individual exposed to a PMC, the difference in the donations for social causes of a rejected-group and a neutral-group is smaller than for the individual exposed to a non-PMC. The results suggest that a PMC could increase donations for rejected groups. Theoretically, the explanations are based on the Social Comparison Theory (SCT).

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