The effects of 3D presentation and dependency portrayals on philanthropy.

Abstract

3D technology and its effect on philanthropy is a relatively new and uncharted area of research, as stereoscopic 3DTV technology was only made available to the mass market recently. This study aims to find out if 3D presentation in a philanthropic context can change attitude towards the disabled elderly and increase donations, considering the aging population and rising healthcare costs in Singapore. Although portrayals of the disabled elderly in charity posters have been studied, little has been done to empirically examine the topic in the context of 3D medium. 150 participants were asked to view a charity poster shown on a television before completing a self-report survey. The posters were manipulated in either 2D or 3D format and featured a disabled elderly portrayed as either independent or dependent. The dependency portrayal yielded insignificant results on cognitive and affective attitude towards the disabled elderly, attitude towards charities, and the intention to donate. The results showed significant main effects of 3D presentation on cognitive attitude towards the disabled elderly, social presence, and favour towards the advertisement. However, no main effects were found for 3D on affective attitude, attitude towards charities, and the intention to donate. Results from mediation analyses showed that cognitive attitude towards the disabled elderly, social presence, and favour towards the advertisement were significant mediating factors for the effect of 3D presentation on certain variables. Implications with regards to the use of 3D presentation in attitude towards philanthropy and charities are discussed.