Onderzoeksartikel

De "eigen schuld"-vuistregel in fondswervingsbrieven voor het Aids Fonds

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Abstract

The decision to give money in response to fundraising can be based upon the desert heuristic: give money to people who cannot be blamed for getting in trouble but refrain from giving money to people who put themselves between a rock and a hard place. In an experiment, it was studied whether presenting the case history of an aids victim in a fundraising letter influences the perception of aids victims’ ‘guilt’ in general and the willingness to give money to the Aids Fund. The results showed that as the victim in the case history was perceived as less responsible for contracting aids, the perception of aids victims in general changed in the same direction: they were also perceived as less responsible for contracting aids. However, this change in general perception did not influence the willingness to give money. This may be the result of the seriousness of the disease.

How to Cite:

Hoeken, H., (1999) “De "eigen schuld"-vuistregel in fondswervingsbrieven voor het Aids Fonds”, Tijdschrift voor Communicatiewetenschap 27(1), 47–62.