Effects of socially stigmatized crowdfunding campaigns in shaping opinions

Sanorita Dey, Karrie Karahalios, Wai Tat Fu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Donation-based crowdfunding platforms have an increasing number of campaigns on socially stigmatized topics. These platforms' widespread online reachability and the large flow of monetary donations have the potential to shape individuals' opinions by influencing their perceptions. However, little research has been done to investigate whether these campaigns impact individuals' opinions and how. We conducted an experiment to explore how an attitude-inconsistent campaign on fairness and equality for LGBTIQ people influenced participants' opinion on this topic. Although all the participants changed their perceived opinions after reading the support for the campaigns, participants opposing equality were less inclined to change their attitude than participants supporting equality. To examine this difference further, we conducted another experiment where participants were exposed to both attitude-consistent and attitude-inconsistent campaigns with varying levels of social support. Participants opposing equality showed less sensitivity to the level of social support, and wanted to donate significantly more money to anti-equality campaigns compared to those who supported equality. Results demonstrate the complex role of crowdfunding campaigns in shaping individuals' opinions on stigmatized topics.

Original languageEnglish (US)
Title of host publicationCHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
Subtitle of host publicationEngage with CHI
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450356206, 9781450356213
DOIs
StatePublished - Apr 20 2018
Event2018 CHI Conference on Human Factors in Computing Systems, CHI 2018 - Montreal, Canada
Duration: Apr 21 2018Apr 26 2018

Publication series

NameConference on Human Factors in Computing Systems - Proceedings
Volume2018-April

Other

Other2018 CHI Conference on Human Factors in Computing Systems, CHI 2018
CountryCanada
CityMontreal
Period4/21/184/26/18

Keywords

  • Biased assimilation
  • Shaping opinions
  • Social support
  • Stigmatized crowdfunding campaigns

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

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  • Cite this

    Dey, S., Karahalios, K., & Fu, W. T. (2018). Effects of socially stigmatized crowdfunding campaigns in shaping opinions. In CHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems: Engage with CHI (Conference on Human Factors in Computing Systems - Proceedings; Vol. 2018-April). Association for Computing Machinery. https://doi.org/10.1145/3173574.3173816