Personalizing Triggers for Charity Actions

  • Judith Masthoff
  • Sitwat Langrial
  • Kees van Deemter
Part of the Lecture Notes in Computer Science book series (LNCS, volume 7822)


In this paper we investigate whether there is scope for personalizing triggers in the domain of charitable action. The first of our two studies focuses on actions promoting human rights (via Amnesty International). While participants in a previous exploratory study had indicated that victim attributes (such as gender, religion, and ethnicity) would not matter at all, we found when observing participants’ actions that in fact these attributes mattered greatly. Participants tended to select victim attributes similar to their own, showing a clear potential for personalization. These findings were corroborated by a further study in the area of charitable giving (using the KIVA micro-financing website). The paper also discusses implications for digital behavior intervention.


Charity Action Random Choice Case Category Female Entrepreneur Persuasive Technology 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Judith Masthoff
    • 1
  • Sitwat Langrial
    • 2
  • Kees van Deemter
    • 1
  1. 1.Computing ScienceUniversity of AberdeenAberdeenUK
  2. 2.Department of Information Processing ScienceUniversity of OuluFinland

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