Downside to disaster relief: Why do photos of attractive children backfire?

Jun 25, 2014

When it comes to asking a stranger for help, being young, pretty, and the opposite sex greatly improve your odds. But when it comes to children suffering from the likes of natural disaster, poverty, or homelessness, a new study in the Journal of Consumer Research reveals that less attractive children receive more help than their cuter counterparts.

"Many charitable organizations use in advertising and promotional materials. Our research examines how the of the children in these campaigns affects the empathy and help received from adults," write authors Robert J. Fisher and Yu Ma (both University of Alberta).

In a series of four experiments, participants were asked to visit fictional websites where they were asked to consider sponsoring a child from a developing country. The authors then systematically varied the levels of attractiveness of the children featured on the websites as well as their levels of need.

Results showed that when the children were portrayed as having a severe need (for example, orphaned as a result of a natural disaster), their facial attractiveness had no affect on helping responses. In contrast, when their need was not severe, participants felt less compassion and sympathy for an attractive child compared to an unattractive child in an identical circumstance.

The authors explain that this negative effect of attractiveness occurred because participants inferred that the attractive children were more popular, intelligent, and helpful than their less attractive peers. They also observed this negative effect despite the fact that the children in the studies were obviously too young to care for themselves.

These results offer practical implications for how children are portrayed by disaster relief agencies, children's hospitals, and other charities. "We believe our research offers a positive and hopeful perspective on human behavior because it suggests that when a child is in obvious need, even strangers can feel compassion and offer aid irrespective of the child's physical appearance," the authors conclude.

Explore further: Can putting your child before yourself make you a happier person?

More information: Robert J. Fisher and Yu Ma. "The Price of Being Beautiful: Negative Effects of Attractiveness on Empathy for Children in Need." Journal of Consumer Research: August 2014.

add to favorites email to friend print save as pdf

Related Stories

Attractive adults gain the trust of children

Oct 28, 2013

An adult with an attractive face is more likely to gain the trust of children, new research has found. Published in the British Journal of Developmental Psychology, the study revealed both boys and girls are more prone to bel ...

Pleasant smells increase facial attractiveness

May 29, 2014

New research from the Monell Chemical Senses Center reveals that women's faces are rated as more attractive in the presence of pleasant odors. In contrast, odor pleasantness had less effect on the evaluation ...

Recommended for you

How people respond to a catastrophe on social media

10 hours ago

When an earthquake hits, it makes more than just seismic waves. Extreme events such as earthquakes, tsunamis, and terrorist attacks also produce waves of immediate online social interactions, in the form ...

Making cities more accessible for everyone

10 hours ago

Ron Buliung's interest in urban design initially started with his travels to Europe and India where he saw how different cities dealt with issues such as space, wealth, poverty, street life, congestion and ...

Scientists show IQs on the rise

11 hours ago

(Phys.org) —Human intelligence is thought to improve with each generation and a unique study of people born and raised in Aberdeen has proved that those in north-east Scotland are getting smarter.

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.