Como aumentar as doações para causas sociais

: estudos experimentais com efeitos de enquadramento e de reflexão

Abstract

The child is a human being who has the right to life and must therefore have access to all kinds of conditions that promote their full development. Worldwide, there is the reality that not all citizens have the same rights, due to the lack of conditions in which they live, in other words, survive. The purpose of this dissertation was to study a strategy for increasing donations to social causes especially for disadvantaged children. To this end, four studies were carried out through the collection of population samples, three of them in Portugal and the other in the United States of America. In these studies, it was intended to investigate which types of messages have the most impact on increasing donations, both for identified victims and for statistical victims: messages in positive vs. negative terms. It was concluded that messages in negative terms are those that have the greatest effect on increasing donations; that globally women donate more than men; that the feeling of happiness and generosity is directly related to increased donations and that emotions are associated with donations.

Date of Award	6 Apr 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carlos Eduardo Evangelista Mauro (Supervisor)