Who tugs at our heart strings? The effect of avatar images on player generosity in the dictator game

The present research was motivated by a prior study, where several wallets, each containing a photo of either a baby, a puppy, a family, or an elderly couple, were scattered across a city in the United Kingdom. Most of the wallets containing a photo of a baby were returned compared with less than one-third of the wallets containing a photo of an elderly couple. To investigate further, in a series of three studies we examined, using a pseudo online version of the dictator game, possible subtle cues supporting prosocial behaviour by manipulating the type of avatar used by the recipient of the donation made by the “dictator.” Overall, it emerged that participants showed significantly higher levels of generosity towards babies and older people, supporting the notion that perceptions of vulnerability and need drive prosocial behaviour.