The Impact of Exemplars on Responsibility Stereotypes in Fund-Raising Letters

摘要

Exemplars are capable of influencing perceptions of reality in newspaper contexts. Can exemplars in fund-raising letters also influence the responsibility stereotype of the group funds are raised for and the effectiveness of these letters? In three experiments, 679 participants received a fund-raising letter containing an exemplar that was or was not held responsible for the trouble he or she was in. In all experiments, the responsibility perception of the group as a whole was influenced by the exemplar manipulation. If the group members were held responsible for the trouble they were in, participants were less inclined to donate money unless the trouble was considered very severe. The study shows how exemplars influence responsibility stereotypes and the persuasiveness of fund-raising letters.