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The 'martyrdom effect': why your pain boosts a charity's gain


Mortimer, G and Grimmer, L and Grimmer, MR, The 'martyrdom effect': why your pain boosts a charity's gain, The Conversation, The Conversation Media Group Ltd, Australia, 16 July 2021 (2021) [Newspaper Article]

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This weekend, participants in the Kokoda Challenge will complete a gruelling 96-kilometre overnight trek to raise money for youth programs.

And every year, thousands of Australians undertake long-distance runs or challenging bike rides, go a month without booze, shave their heads, sleep outdoors or grow an unflattering moustache – all in the name of charity.

Why are people willing to go to such extremes of pain, effort and embarrassment to raise money for a charity? Wouldn’t it be easier simply to donate, and ask their friends to do likewise?

Humans are primarily driven to seek positive and pleasurable experiences, and to avoid negative ones such as pain and effort. But research shows that the prospect of enduring pain and suffering for a charity can raise up to three times as much money.

Item Details

Item Type:Newspaper Article
Keywords:charities, fund-raising, consumer behaviour, marketing
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer behaviour
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Grimmer, L (Dr Louise Grimmer)
UTAS Author:Grimmer, MR (Professor Martin Grimmer)
ID Code:145337
Year Published:2021
Deposited By:TSBE
Deposited On:2021-07-16
Last Modified:2021-11-15

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