Feeling of love inspires charity
Among all the positive emotions, love alone has the power to inspire giving to those with whom the giver has no connection, says a new study.
Marketers often use positive emotions such as hope, pride, love, and compassion interchangeably to encourage people to donate to charitable causes. But these distinct emotions can lead to different results.
“Love is unique among positive emotions in fostering a feeling of connectedness,” said researcher Lisa A. Cavanaugh from University of Southern California.