Submitted by: Kirk Kristofferson & Katherine White
Charities often encourage “token support” towards their causes (e.g., wearing a pin or “liking” on Facebook). We think our research is cool because we are the first to examine whether such token gestures subsequently lead to more meaningful support. We find evidence of slacktivism or the willingness to perform a costless, token display of support for a cause, with an accompanying unwillingness to devote significant effort to enact meaningful change. Importantly, we also highlight elements of the context, the message, and the individual that charities can use to leverage token support in ways that increase meaningful contributions (e.g., donating time/money).