In the current study, researchers investigated whether improved physical appearance affects behaviors, and specifically prosocial consumer behavior. To do so, they conducted several experiments- some in a virtual setting and some in a lab.
In one lab experiment, 50 participants were asked to use a filter to enhance a selfie they had taken while a control group, also containing 50 individuals, was asked to enhance a photo of an object in the room.
After seeing their enhanced photo, participants were given an envelope with cash inside next to a donation box, where they could voluntarily donate some or all of their payment. Ultimately, those who had edited photos of themselves, who saw themselves as more attractive, donated up to twice as much as those in the control group.
Another experiment involved clicking a Facebook link to access one of two 'know yourself’ questionnaires. While one questionnaire asked about architectural styles, the other included questions about fashion styles with the goal of making respondents imagine themselves at their most attractive moments.
After filling in the questionnaire, participants were presented with a seemingly unrelated pop-up with a link to a donation page. Around 7% of those who completed the beauty questionnaire clicked the donation link, while the same was true for just 2% of those who filled in the architectural questionnaire.
“It’s enough to imagine ourselves as more attractive—even just envisioning a more polished digital version of ourselves—to encourage prosocial behavior. This insight has significant practical implications. Until now, research has focused on the appearance of the donation seekers—whether the recipient or the fundraiser—and indeed, more attractive fundraisers have been found to raise more money,” said study author Professor Danit Ein-Gar of the Coller School of Management at Tel Aviv University, in a press release. f
“Our study introduces another relevant factor: the donor’s appearance. This opens the door to innovative strategies for streamlining charity campaigns, such as partnering with cosmetic companies, hairdressers, and beauty salons—for everyone’s benefit,” she said.
Sources: Neuroscience News, International Journal of Research in Marketing