BEHAVIOURAL PRINCIPLE SPOTLIGHT: CONSISTENCY BIAS

STAYING TRUE TO YOURSELF

We act in ways that make us feel better about ourselves, engaging in behaviours that create, maintain or build on our sense of worth. Donations can be prompted by simply labelling people ‘helpers’ or ‘charitable’. This activates altruistic self-concepts and compels them to behave in a way that keeps this image alive.

UNSEEN OPPORTUNITY
Appealing to a person’s self image, or reminding them of their characteristics and values aligned with your goal, can increase the likelihood of them behaving accordingly.

REFERENCES

Bekkers, R., & Wiepking, P. (2010). A literature review of empirical studies of philanthropy:Eight mechanisms that drive charitable giving. Nonprofit and Voluntary Sector Quarterly.