The impact of mortality salience on the relative effectiveness of donation appeals

Some donation appeals emphasize the magnitude of the help that is needed. Other, “bandwagon” appeals emphasize the fact that many others have already donated. The relative effectiveness of these appeals can depend on individuals' awareness of their mortality. Four experiments converge on the conclusion that need-focused appeals are effective when individuals are not conscious of their own mortality. When people's mortality is salient, however, bandwagon appeals have relatively greater influence. This is particularly true when others' donations have put the goal of the donation campaign within reach. These effects are evident when people have little a priori interest in the individuals being helped and sympathy does not play a major role in donation decisions.