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We’re More Likely to Support a Cause If It Has a Sad Face


11.08.13 Kyle Petreycik

According to a recent study published by Psychological Sciencewe’re far more likely to support a social cause if the campaign advertisement features a face, especially some sort of anthropomorphized sad face.

The study mainly focused on humanitarian campaigns with environmental concerns and their use of objects which are given human-like characteristics. The study suggests that the effectiveness of these types of campaigns can be linked to “anticipatory guilt” — an implied feeling that not acting appropriately in regard to those in need will somehow cause feelings of guilt in the future.

When we see an entity feeling pain we would feel guilty if we could have done something to prevent it.

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(Image: Dreams Time)