The relationship between charitable giving and emotional facial expressions: Results from affective computing

This study investigated the relationship between emotional states (valence, arousal, and six basic emotions) and donation size in pet charities, and it compared the effectiveness of affective computing and emotion self-report methods in assessing attractiveness. Using FaceReader software and self-report, we measured the emotional states of participants (N = 45) during the donation task. The results showed that sadness, happiness, and anger were significantly related to donation size. Sadness and anger increased donations, whereas happiness decreased them. Arousal was not significantly correlated with the willingness to donate. These results are supported by both methods, whereas the self-reported data regarding the association of surprise, fear, and disgust with donation size are inconclusive. Thus, unpleasant emotions increase donation size, and combining affective computing with self-reported data improves the prediction of the effectiveness of a charity appeal. This study contributes to the understanding of the relationship between emotions and charitable behavior toward pet charities and evaluates the effectiveness of marketing mix elements using affective computing. The limitations include the laboratory setting for this experiment and the lack of measurement of prolonged and repeated exposure to unpleasant charity appeals.