BIROn - Birkbeck Institutional Research Online

    Winning heads and hearts? How websites encourage prosocial behaviour

    Slattery, P. and Vidgen, Richard and Finnegan, P. (2021) Winning heads and hearts? How websites encourage prosocial behaviour. Behaviour & Information Technology 40 (9), pp. 933-961. ISSN 0144-929X.

    31057.pdf - Author's Accepted Manuscript

    Download (1MB) | Preview


    Little is known about whether appeals to the ‘head’ (i.e., argument) and the ‘heart’ (i.e., emotion) are effective on websites encouraging prosocial behaviour. We find that appeals to both the head and the heart motivate online prosocial behaviour. Our findings suggest that i) appeals to the heart are more effective than appeals to the head, ii) positive and negative appeals to the heart have similar effectiveness, and iii) that mixed appeals to the heart are ineffective.


    Item Type: Article
    Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis, available online at the link above.
    School: Birkbeck Faculties and Schools > Faculty of Science > School of Computing and Mathematical Sciences
    Depositing User: Richard Vidgen
    Date Deposited: 02 Mar 2020 11:39
    Last Modified: 09 Aug 2023 12:47


    Activity Overview
    6 month trend
    6 month trend

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item Edit/View Item