In their research study, marketing professor Thomas Kramer and his co-authors explore the concept of schadenfreude, which refers to the malicious pleasure derived from seeing others experience misfortune. They suggest that tapping into this sentiment can have positive outcomes, such as raising money for charity. The study, published in the Journal of Consumer Psychology, offers insights for the charitable fundraising industry, which generates billions of dollars in donations annually.
The key takeaway from the study is that fundraisers appealing to schadenfreude should be careful not to cross the line into sadism. The misfortune inflicted should be mild and not too damaging, such as throwing pies or plunging someone into water tanks. The researchers found that participants were more inclined to donate when imagining disliked celebrities experiencing mild misfortune, like getting drenched with a bucket of ice water, rather than severe punishment. This suggests that donors are more likely to contribute when the punishment is perceived as deserved but not excessively harsh.
Kramer’s findings also highlight the importance of donors feeling disdain for the person receiving the misfortune. This triggers a sense of pleasure in seeing them punished, which in turn motivates them to donate. The study involved participants imagining various scenarios of schadenfreude and rating their levels of dislike and perceived deservingness of the target. Higher levels of deservingness resulted in larger donations, indicating that donors are more willing to give when they believe the punishment is justified.
The research was conducted with hundreds of participants at the University of Florida and through the crowdsourcing platform Amazon Mechanical Turk. Participants were asked to imagine scenarios where they could inflict mild misfortune on others and were then prompted to donate money based on their feelings towards the targets. The study revealed that mild misfortune was more effective in eliciting donations compared to severe punishment, further supporting the idea that schadenfreude can drive prosocial behavior.
The paper, titled “The Ironic Impact of Schadenfreude: When the Joy of Inflicting Pain Leads to Increased Prosocial Behavior,” was authored by Thomas Kramer, Yael Zemack-Rugar of the University of Central Florida, and Laura Boman of Kennesaw State University. The study sheds light on the psychological mechanisms behind schadenfreude and its potential to influence charitable giving. By understanding the appeal of mild misfortune in fundraising campaigns, organizations can leverage this concept to motivate donors and raise more money for important causes.
Overall, the study highlights the paradoxical nature of schadenfreude and its ability to drive positive outcomes in charitable fundraising. By carefully moderating the level of misfortune inflicted and ensuring that donors feel disdain for the targets, organizations can harness the power of schadenfreude to increase donations. This research provides valuable insights for marketing professionals seeking to optimize their fundraising strategies and tap into the underlying motivations of donors. Ultimately, by embracing the concept of schadenfreude in a responsible and ethical manner, charities can enhance their fundraising efforts and make a meaningful impact on society.