The Washington Post’s blog on political science research, The Monkey Cage, covers recent Sauder research, which shows that people who “like” causes on Facebook are less likely to donate money or their time.
The researchers looked at how acts of token support affect charitable donations. But what is the determining factor, asks the article.
The extent to which a slacktivist’s activism is public or private, according to Sauder PhD candidate Kirk Kristofferson. He points out that, “these findings have several practical applications for advocacy organizations seeking to promote their cause.”
The research will be published in the April issue of Journal of Consumer Research.