How Does the Content of Crowdfunding Campaign Pictures Impact Donations for Cancer Treatment

Andreas Blicher*, Rob Gleasure, Ioanna Constantiou, Jesper Clement

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


This study investigates how visual stimuli influence cancer-related charitable online giving. Particularly, the study investigates how different types of crowdfunding campaign pictures affect decision making. We gathered crowdfunding campaigns from GoFundMe and divided them according to the main picture used in each campaign, i.e., cancer-related pictures vs. non-cancer-related pictures and pictures of individuals versus pictures of groups. We then conducted an experiment using physiological measures. The results from the experiment show that cancer-related pictures receive more money and more immediate attention and arousal than non-cancer-related pictures. Furthermore, group pictures receive more money and more total attention than individual pictures. The physiological measures from the experiment provide valuable knowledge about the underlying emotional mechanisms involved in the donation process.
Original languageEnglish
Title of host publicationInformation Systems and Neuroscience - NeuroIS Retreat 2022 : Conference Proceedings
EditorsFred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Gernot R. Müller-Putz
Number of pages11
Place of PublicationCham
Publication date2022
ISBN (Print)9783031130632
ISBN (Electronic)9783031130649
Publication statusPublished - 2022
Event14th Annual Information Systems and Neuroscience. NeuroIS Retreat 2022 - Vienna, Austria
Duration: 14 Jun 202216 Jun 2022
Conference number: 14


Conference14th Annual Information Systems and Neuroscience. NeuroIS Retreat 2022
Internet address
SeriesLecture Notes in Information Systems and Organisation


  • Crowdfunding
  • Decision making
  • Cancer
  • NeuroIS
  • GoFundMe

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