Generosity: Another chemical weighs in

Here's more on what's going on in the brain when people give: Hormone May Have Link to Generosity. In a nutshell:

... subjects in the experiment who were given a nasal spray dose of oxytocin, a hormone that acts on the brain, were willing to give away 80% more money compared to those taking a placebo nasal spray.

Oxytocin is strong stuff (read about it here on Wikipedia). It's linked to our feelings of love and connectedness with others.

I'm not bringing this up not because I'd favor putting oxytocin powder in direct mail packages, but because this reminds us once again that charitable giving is a deep, elemental act for human beings. It's related to maternal love, romantic love, and our ability to relate to others on many levels.

Fundraising? Don't take it lightly.

Thanks to Neuromarketing for the tip.

Technorati Tags: fundraising, oxytocin

Comments

[Jeff Imparato]

So does that mean there is a pheromoney?
Jeff

[Dean Rieck]

Great post. I've always been interested in the deeper aspects of persuasion.

I wrote an article 10 years ago about how helping is hardwired into the human brain.
http://www.directcreative.com/the-secret-of-charitable-fundraising-tapping-the-irresistible-urge-to-help.html

Also of interest is the work of Dr. Robert Cialdini.

[ScienCentral]

You can watch a short video about this research at http://www.sciencentral.com/articles/view.php3?type=article&article_id=218393041