Nudging Art Lovers to Donate
研究利用损失厌恶心理，通过“失去现有展览”或“获得额外展览”的假设情境，引导潜在捐赠者捐款，发现常去画廊的人对损失更敏感，而不常去的人对获得额外展览的激励反应更强。
Many nonprofit organizations face revenue uncertainty due to funding cuts. It is crucial for them to supplement existing revenue streams by private donations, and apply thoughtful market segmentation in their pursuit of donors. We introduce the behavioral concept of “nudge” based on the possibility of loss aversion affecting willingness-to-donate, and investigate its implications for fund-raising strategies. Potential donors are nudged to donate by the hypothetical scenario of “losing” an existing exhibition, and also by that of “gaining” an additional exhibition. We observe significant loss aversion effects as frequent gallery-goers donate more to avoid losing an exhibition. While both prospective gain and loss scenarios are effective in nudging nonfrequent gallery-goers, the prospect of enjoying “one more” event is observed to be stronger. We argue that there may be scope to increase support for nonprofit organizations, particularly in the cultural sector, by exploiting the psychological characteristics of prospective donors.