The Emotional Impact of Pictures when Crowdfunding for Healthcare: An Experimental Study

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This study investigates how visual stimuli influence cancer-related charitable online giving. Particularly, the study investigates how different types of crowdfunding campaign pictures affect donors’ decision to contribute to specific campaigns. 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 vs. pictures of groups. We then conducted an online experiment and a laboratory experiment using physiological measures. The results from the experiments 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 laboratory experiment provide valuable knowledge about the underlying emotional mechanisms involved in the donation process.
Original languageEnglish
Title of host publicationProceedings of the 43rd International Conference on Information Systems (ICIS) : Digitization for the Next Generation
EditorsTilo Böhmann, Kai-Lung Hui, Viswanath Venkatesh
Number of pages15
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2022
Article number1603
Publication statusPublished - 2022
EventThe 43rd International Conference on Information Systems: ICIS 2022: Digitization for the Next Generation - Copenhagen, Denmark
Duration: 9 Dec 202214 Dec 2022
Conference number: 43


ConferenceThe 43rd International Conference on Information Systems: ICIS 2022
Internet address


  • Crowdfunding
  • Decision making
  • Cancer
  • Online experiment
  • Laboratory experiment
  • NeuroIS
  • GoFundMe

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