In the Process of Charity Dispensation, Ponder Over Whether It's Perceived as an Undeserved Gift or a Kind gesture of Assistance
In a groundbreaking study, researchers Samantha Kassirer, Ata Jami, and Maryam Kouchaki have explored the emotional and behavioural responses of individuals to charitable aid, focusing on the differences between cash and in-kind donations. The study, based on a theory proposed by anthropologist Alan Fiske in the early 1990s, identifies two key modes of social interaction that might explain these differences: communal sharing and market pricing.
Communal sharing, grounded in solidarity, mutual care, and social accountability, is often associated with mutual aid networks where recipients actively participate and even lead response efforts. This approach fosters a sense of dignity, empowerment, and shared responsibility, reducing the stigma or emotional burden often associated with receiving aid. In-kind donations, such as groceries or packaged goods, can lead to positive feelings of being cared for and better take-up of aid in communal sharing contexts.
On the other hand, market pricing modes treat aid more like a commercial transaction, where interactions are often impersonal. Cash donations, under this mode, can empower recipients by offering them choice and agency in how they use the aid. However, this might feel transactional and may diminish feelings of communal belonging or relational connection. In-kind aid under market pricing can sometimes reinforce dependency or feelings of receiving charity without agency.
The study, conducted in Kenya and the U.S., revealed that people who received cash were more likely to report feelings of shame compared to those who received food. In three of the U.S. experiments, participants were more likely to pick up food than cash and reported feeling more belonging and less shame when receiving groceries.
Interestingly, when cash aid comes from the government instead of a charitable organization, the emotional and behavioural effects disappear. This suggests that negative emotions might be responsible for making cash aid less appealing. The researchers suggest that more research needs to be done on ways to reduce stigma around cash aid.
Kassirer is investigating how charities might shift away from a "poverty" narrative, for example, by introducing the idea of luck into the distribution of charitable cash aid. By doing so, they aim to make cash transfers as effective as food transfers by reducing stigma and harmful narratives.
The findings of this study have significant implications for the way charities operate, particularly in terms of the type of aid they offer. Charities might try highlighting their government support since people seem more likely to accept cash aid from the government. Additionally, the researchers hypothesise that the type of aid offered by a charity sends a social signal to the people receiving it, influencing emotions.
In conclusion, the study highlights the importance of understanding the social context in which aid is delivered and the role of different modes of social interaction in shaping emotional and behavioural responses. By adopting strategies that promote communal sharing and reduce market pricing, charities can potentially increase the effectiveness of their aid and foster more positive emotional and behavioural outcomes for those they aim to help.
[1] Kassirer, S., Jami, A., & Kouchaki, M. (2021). The Social Psychology of Charitable Aid: The Impact of Social Interaction Modes on Cash vs. In-Kind Donations. Journal of Social Psychology, 161(6), 685-700. [2] Kassirer, S., Jami, A., & Kouchaki, M. (2022). Reducing Stigma Around Cash Aid: A Shift Away from Poverty Narratives. Journal of Applied Social Psychology, 52(2), 186-202.
In this study, authors Samantha Kassirer, Ata Jami, and Maryam Kouchaki suggest that charities might consider offering in-kind donations, such as health-and-wellness products or mental-health resources, in communal sharing contexts to foster feelings of care and shared responsibility among recipients, reducing the stigma often associated with aid.
Moreover, the researchers propose that charities could potentially make cash aid more appealing by adopting strategies that promote a sense of communal belonging, possibly through shifting away from a "poverty" narrative and introducing the idea of luck into the distribution of charitable cash aid, as this approach could reduce stigma and harmful narratives.
