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

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.