The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns
研究发现，在慈善众筹活动中，展示未采取自助行动的受害者照片会降低捐款额，而使用不显示受害者或显示受害者积极行动的照片则更有效。
As fundraising becomes more competitive, charitable organizations increasingly invest in maximizing the effectiveness of their appeals. The current study shows that, all else being equal, a campaign photo portraying victims who do not seem to be engaged in any form of self-help will elicit lower donations compared with a photo that triggers the perception that victims are taking action to address their circumstances. Campaigns may be more successful if they use images that do not show victims rather than images of victims not engaged in self-help.