People can zoom in (focus attention) or zoom out (distribute attention). It is possible to induce these two procedural modes in the lab by asking people to either process global letters or local letters. We found that after asking people to process either the global or local letters and then presenting charities varying in the orientation of the charity appeal; those who perform a global task are more inclined to foster donations to an approach oriented appeal.

A sample of global letters (6,9,H,S made up of 8) are below:

global letters sample thesis

Local letters would be a 8 made up of 6,9,H,S.

So, half of the people did a global letter counting task and half did a local letter counting task. Then they saw two messages of two charities which were similar in content but framed either in an approach orientation (positive tone) or avoidance orientation (negative tone). Those who did the global task, suggested more portion of money be given to the approach oriented appeal.

Mukherjee, S., Srinivasan, N., & Manjaly, J.A. (2014). Global processing fosters donations toward charity appeals framed in an approach orientation. Cognitive Processing, 15(3),391-396.  doi:10.1007/s10339-014-0602-8


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