Department of Psychology, Harvard University, Cambridge, MA, USA.
Uehiro Centre for Practical Ethics, University of Oxford, Oxford, UK.
Trends Cogn Sci. 2021 Jul;25(7):596-607. doi: 10.1016/j.tics.2021.03.015. Epub 2021 May 4.
The most effective charities are hundreds of times more effective than typical charities, yet few donors prioritize effectiveness. Why is that? How might we increase the effectiveness of charitable giving? We review the motivational and epistemic causes of (in)effective giving. Many donors view charitable giving as a matter of personal preference, which favors decisions based on emotional appeal rather than effectiveness. In addition, while many donors are motivated to give effectively, they often have misconceptions and cognitive biases that reduce effective giving. Nearly all research on charitable giving interventions focuses on increasing donation amounts. However, to increase societal benefit, donation effectiveness is likely to be more important. This underscores the need for research on strategies to encourage effective giving.
最有效的慈善机构比典型的慈善机构有效数百倍，但很少有捐赠者将效率放在首位。为什么会这样？我们怎样才能提高慈善捐赠的效率？我们回顾了（不）有效捐赠的动机和认知原因。许多捐赠者将慈善捐赠视为个人偏好的问题，这使得他们更倾向于基于情感吸引力而不是效率做出决策。此外，尽管许多捐赠者有动机进行有效的捐赠，但他们往往存在误解和认知偏见，这会降低有效捐赠的效果。几乎所有关于慈善捐赠干预的研究都集中在增加捐款数额上。然而，为了增加社会效益，捐赠的有效性可能更为重要。这凸显了研究鼓励有效捐赠策略的必要性。
