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.

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