Title | The heart of the story: peripheral physiology during narrative exposure predicts charitable giving. | ||
Author | Barraza, Jorge A; Alexander, Veronika; Beavin, Laura E; Terris, Elizabeth T; Zak, Paul J | ||
Journal | Biol Psychol | Publication Year/Month | 2015-Feb |
PMID | 25617658 | PMCID | -N/A- |
Affiliation + expend | 1.Center for Neuroeconomics Studies, School of Social Science, Policy, and Evaluation, Claremont Graduate University, United States. Electronic address: jorge.barraza@cgu.edu. |
Emotionally laden narratives are often used as persuasive appeals by charitable organizations. Physiological responses to a narrative may explain why some people respond to an appeal while others do not. In this study we tested whether autonomic and hormonal activity during a narrative predict subsequent narrative influence via charitable giving. Participants viewed a brief story of a father\'s experience with his 2-year-old son who has terminal cancer. After the story, participants were presented with an opportunity to donate some of their study earnings to a related charity. Measures derived from cardiac and electrodermal activity, including HF-HRV, significantly predicted donor status. Time-series GARCH models of physiology during the narrative further differentiated donors from non-donors. Moreover, cardiac activity and experienced concern were found to covary from moment-to-moment across the narrative. Our findings indicate that the physiological response to a stimulus, herein a narrative, can predict influence as indexed by stimulus-related behavior.