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Keep bright in the dark: Multimodal emotional effects on donation‐based crowdfunding performance and their empathic mechanisms.

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Title: Keep bright in the dark: Multimodal emotional effects on donation‐based crowdfunding performance and their empathic mechanisms.
Authors: Guo, Rui (AUTHOR), Wang, Guolong (AUTHOR), Wu, Ding (AUTHOR), Wu, Zhen (AUTHOR)
Source: British Journal of Psychology. May2026, Vol. 117 Issue 2, p610-635. 26p.
Subjects: Crowdsourcing, Empathy, Altruism, Social media, Statistical power analysis, Research funding, Data analysis, Artificial intelligence, Emotions, Decision making, Fundraising, Descriptive statistics, Multivariate analysis, Advertising, Motivation (Psychology), Deep learning, Social skills, Communication, Analysis of variance, Statistics, Interpersonal relations, Health promotion, Charities, Comparative studies, Data analysis software, Facial expression, Regression analysis
Geographic Terms: China
Abstract: How to raise donations effectively, especially in the E‐era, has puzzled fundraisers and scientists across various disciplines. Our research focuses on donation‐based crowdfunding projects and investigates how the emotional valence expressed verbally (in textual descriptions) and visually (in facial images) in project descriptions affects project performance. Study 1 uses field data (N = 3817), grabs project information and descriptions from a top donation‐based crowdfunding platform, computes visual and verbal emotional valence using a deep‐learning‐based affective computing method and analyses how multimodal emotional valence influences donation outcomes. Study 2 conducts experiments in GPT‐4 (Study 2a, N = 400) and humans (Study 2b, N = 240), manipulates the project's visual and verbal emotional valence through AI‐generated stimuli and then assesses donation decisions (both GPT‐4 and humans) and corresponding state empathy (humans). The results indicate a multimodal positivity superiority effect: both visual and verbal emotional valence promote initial whether‐to‐donate decisions, whereas only verbal emotional valence further promotes the how‐much‐to‐donate decisions. Notably, such multimodal emotional effects can be explained through different mediating paths of empathic concern and empathic hopefulness. The current study theoretically facilitates our understanding of the emotional motivations underlying human prosociality and provides insights into crafting impactful advertisements for online donations. [ABSTRACT FROM AUTHOR]
Copyright of British Journal of Psychology is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Keep bright in the dark: Multimodal emotional effects on donation‐based crowdfunding performance and their empathic mechanisms.
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  Data: <searchLink fieldCode="DE" term="%22Crowdsourcing%22">Crowdsourcing</searchLink><br /><searchLink fieldCode="DE" term="%22Empathy%22">Empathy</searchLink><br /><searchLink fieldCode="DE" term="%22Altruism%22">Altruism</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br /><searchLink fieldCode="DE" term="%22Statistical+power+analysis%22">Statistical power analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Research+funding%22">Research funding</searchLink><br /><searchLink fieldCode="DE" term="%22Data+analysis%22">Data analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Artificial+intelligence%22">Artificial intelligence</searchLink><br /><searchLink fieldCode="DE" term="%22Emotions%22">Emotions</searchLink><br /><searchLink fieldCode="DE" term="%22Decision+making%22">Decision making</searchLink><br /><searchLink fieldCode="DE" term="%22Fundraising%22">Fundraising</searchLink><br /><searchLink fieldCode="DE" term="%22Descriptive+statistics%22">Descriptive statistics</searchLink><br /><searchLink fieldCode="DE" term="%22Multivariate+analysis%22">Multivariate analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Motivation+%28Psychology%29%22">Motivation (Psychology)</searchLink><br /><searchLink fieldCode="DE" term="%22Deep+learning%22">Deep learning</searchLink><br /><searchLink fieldCode="DE" term="%22Social+skills%22">Social skills</searchLink><br /><searchLink fieldCode="DE" term="%22Communication%22">Communication</searchLink><br /><searchLink fieldCode="DE" term="%22Analysis+of+variance%22">Analysis of variance</searchLink><br /><searchLink fieldCode="DE" term="%22Statistics%22">Statistics</searchLink><br /><searchLink fieldCode="DE" term="%22Interpersonal+relations%22">Interpersonal relations</searchLink><br /><searchLink fieldCode="DE" term="%22Health+promotion%22">Health promotion</searchLink><br /><searchLink fieldCode="DE" term="%22Charities%22">Charities</searchLink><br /><searchLink fieldCode="DE" term="%22Comparative+studies%22">Comparative studies</searchLink><br /><searchLink fieldCode="DE" term="%22Data+analysis+software%22">Data analysis software</searchLink><br /><searchLink fieldCode="DE" term="%22Facial+expression%22">Facial expression</searchLink><br /><searchLink fieldCode="DE" term="%22Regression+analysis%22">Regression analysis</searchLink>
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– Name: Abstract
  Label: Abstract
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  Data: How to raise donations effectively, especially in the E‐era, has puzzled fundraisers and scientists across various disciplines. Our research focuses on donation‐based crowdfunding projects and investigates how the emotional valence expressed verbally (in textual descriptions) and visually (in facial images) in project descriptions affects project performance. Study 1 uses field data (N = 3817), grabs project information and descriptions from a top donation‐based crowdfunding platform, computes visual and verbal emotional valence using a deep‐learning‐based affective computing method and analyses how multimodal emotional valence influences donation outcomes. Study 2 conducts experiments in GPT‐4 (Study 2a, N = 400) and humans (Study 2b, N = 240), manipulates the project's visual and verbal emotional valence through AI‐generated stimuli and then assesses donation decisions (both GPT‐4 and humans) and corresponding state empathy (humans). The results indicate a multimodal positivity superiority effect: both visual and verbal emotional valence promote initial whether‐to‐donate decisions, whereas only verbal emotional valence further promotes the how‐much‐to‐donate decisions. Notably, such multimodal emotional effects can be explained through different mediating paths of empathic concern and empathic hopefulness. The current study theoretically facilitates our understanding of the emotional motivations underlying human prosociality and provides insights into crafting impactful advertisements for online donations. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of British Journal of Psychology is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
  BibEntity:
    Identifiers:
      – Type: doi
        Value: 10.1111/bjop.12774
    Languages:
      – Code: eng
        Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 26
        StartPage: 610
    Subjects:
      – SubjectFull: Crowdsourcing
        Type: general
      – SubjectFull: Empathy
        Type: general
      – SubjectFull: Altruism
        Type: general
      – SubjectFull: Social media
        Type: general
      – SubjectFull: Statistical power analysis
        Type: general
      – SubjectFull: Research funding
        Type: general
      – SubjectFull: Data analysis
        Type: general
      – SubjectFull: Artificial intelligence
        Type: general
      – SubjectFull: Emotions
        Type: general
      – SubjectFull: Decision making
        Type: general
      – SubjectFull: Fundraising
        Type: general
      – SubjectFull: Descriptive statistics
        Type: general
      – SubjectFull: Multivariate analysis
        Type: general
      – SubjectFull: Advertising
        Type: general
      – SubjectFull: Motivation (Psychology)
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      – SubjectFull: Deep learning
        Type: general
      – SubjectFull: Social skills
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      – SubjectFull: Communication
        Type: general
      – SubjectFull: Analysis of variance
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      – SubjectFull: Statistics
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      – SubjectFull: Interpersonal relations
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      – SubjectFull: Health promotion
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      – SubjectFull: Charities
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        Type: general
      – SubjectFull: Data analysis software
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      – SubjectFull: Facial expression
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      – SubjectFull: Regression analysis
        Type: general
      – SubjectFull: China
        Type: general
    Titles:
      – TitleFull: Keep bright in the dark: Multimodal emotional effects on donation‐based crowdfunding performance and their empathic mechanisms.
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            – D: 01
              M: 05
              Text: May2026
              Type: published
              Y: 2026
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