Keep bright in the dark: Multimodal emotional effects on donation‐based crowdfunding performance and their empathic mechanisms.
How to raise donations effectively, especially in the E‐era, has puzzled fundraisers and scientists across various disciplines. Our research focuses on donation‐based crowdfunding projects and investigates how the emotional valence expressed verbally (in textual descriptions) and visually (in facial...
| Publicado en: | British Journal of Psychology Vol. 117; no. 2; pp. 610 - 636 |
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| Autores principales: | , , , |
| Formato: | Artículo |
| Publicado: |
Wiley-Blackwell
May2026
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=192785888&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 192785888 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00071269 BJP jtl: British Journal of Psychology issn: 00071269 maglogo: Y pubinfo: dt: May2026 vid: 117 iid: 2 pid: 480 pub: Wiley-Blackwell artinfo: ui: 192785888 10.1111/bjop.12774 ppf: 610 ppct: 26 formats: fmt: – @attributes: type: T – @attributes: type: C – @attributes: type: P size: 1.8MB tig: atl: Keep bright in the dark: Multimodal emotional effects on donation‐based crowdfunding performance and their empathic mechanisms. aug: au: Guo, Rui Wang, Guolong Wu, Ding Wu, Zhen affil: School of Marxism, Beijing Normal University, Beijing, China Department of Psychological and Cognitive Sciences, Tsinghua University, Beijing, China School of Information Technology & Management, University of International Business and Economics, Beijing, China School of International Trade and Economics, University of International Business and Economics, Beijing, China su: China Crowdsourcing Empathy Altruism Social media Artificial intelligence Emotions Decision making Advertising Motivation (Psychology) Social skills Communication Analysis of variance Interpersonal relations Health promotion Charities Facial expression Statistical power analysis Research funding Data analysis Fundraising Descriptive statistics Multivariate analysis Deep learning Statistics Comparative studies Data analysis software Regression analysis sug: subj: Crowdsourcing Empathy Altruism Social media Artificial intelligence Emotions Decision making Advertising Motivation (Psychology) Social skills Communication Analysis of variance Interpersonal relations Health promotion Charities Facial expression China Outdoor Advertising Other Services Related to Advertising Other Grantmaking and Giving Services Grant-making and giving services Grantmaking Foundations Statistical power analysis Research funding Data analysis Fundraising Descriptive statistics Multivariate analysis Deep learning Statistics Comparative studies Data analysis software Regression analysis keyword: AI approaches donation‐based crowdfunding multimodal emotions prosocial behaviour state empathy AI approaches donation‐based crowdfunding multimodal emotions prosocial behaviour state empathy ab: How to raise donations effectively, especially in the E‐era, has puzzled fundraisers and scientists across various disciplines. Our research focuses on donation‐based crowdfunding projects and investigates how the emotional valence expressed verbally (in textual descriptions) and visually (in facial images) in project descriptions affects project performance. Study 1 uses field data (N = 3817), grabs project information and descriptions from a top donation‐based crowdfunding platform, computes visual and verbal emotional valence using a deep‐learning‐based affective computing method and analyses how multimodal emotional valence influences donation outcomes. Study 2 conducts experiments in GPT‐4 (Study 2a, N = 400) and humans (Study 2b, N = 240), manipulates the project's visual and verbal emotional valence through AI‐generated stimuli and then assesses donation decisions (both GPT‐4 and humans) and corresponding state empathy (humans). The results indicate a multimodal positivity superiority effect: both visual and verbal emotional valence promote initial whether‐to‐donate decisions, whereas only verbal emotional valence further promotes the how‐much‐to‐donate decisions. Notably, such multimodal emotional effects can be explained through different mediating paths of empathic concern and empathic hopefulness. The current study theoretically facilitates our understanding of the emotional motivations underlying human prosociality and provides insights into crafting impactful advertisements for online donations. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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