Seeing red, but acting green? Experimental evidence on charitable giving and affect towards biodiversity

This paper analyses if the media content of brief biodiversity conservation videos impact pro-social behaviour towards biodiversity conservation and experienced affect. In a series of lab experiments, we randomly assign subjects to videos featuring a non-charismatic species (Bats), a charismatic species (Lions) a composite habitat composed of both species (Bats and Lions in the Savanna), or the anthropogenic cause of endangerment. An incentive-compatible charitable giving game is used to measure donations in Study 1. Self-reports of experienced affective states are elicited in Study 2. We find that videos with charismatic Lions increase the likelihood of donating, but films with the anthropogenic cause of endangerment increase the amount donated, conditional on deciding to donate. Media content on the anthropogenic cause of endangerment causes ‘outrage’ and an increase in a range of mixed emotions including anger and sadness. We also find that videos with Lions increase happiness, and the biodiversity habitat videos on the Savanna (with Lions and Bats) increase interest.