Should You Broadcast Your Charitable Side?
— March 27, 2018
By Alixandra Barasch, Deborah Small, Jonathan Berman and Emma Levine
If you’re like us, you’ve probably encountered a post like this, in which someone goes out of their way to inform others of their good deeds. In the behavioral-science world, we call this virtue signaling.
Although people can virtue signal in a variety of ways, social media has evolved as an easy medium for people to signal their virtue, endorsing causes and issues that reflect positively on an individual and their social group. Facebook and Instagram are rife with expressions of people’s social and political views, announcements about their donations of time and money, and, for those well-off enough to afford it, highlights from their recent adventures in voluntourism—traveling to far-flung places to build homes, offer medical care, and support local children.
Read the full article as published by Behavioral Scientist.
Alixandra Barasch is an assistant professor of marketing.