Moral Framing and Charitable Donation: Integrating exploratory social media analyses and confirmatory experimentation

• DOI: 10.31234/osf.io/xpkeu
• Publication Date: 2018-07-02T11:25:16Z
• Authors: Joseph Hoover; Kate M Johnson-Grey; Reihane Boghrati; Jesse Graham; Morteza Dehghani
• Keywords: Framing (construction); Exploratory research; Framing effect

Do appeals to moral values promote charitable donation during natural disasters? Using Distributed Dictionary Representation, we analyze tweets posted Hurricane Sandy explore associations between and sentiment. We then derive hypotheses from the observed test these across a series of preregistered experiments that investigate effects framing on perceived motivation (Studies 2 & 3), hypothetical (Study 4), real behavior 5). Overall, find consistent care loyalty with sentiment motivation. Further, our results indicate solicitation leads larger donations, compared non-moral solicitations. this work demonstrates theoretically constrained, exploratory social media analyses can be used generate viable hypotheses. identify novel specific frames range constructs relevant donation.