An interlinguistic study on the perception of language and the effect on altruistic behavior
Een inter-linguïstische studie over de perceptie van taal en het effect op altruïstisch gedrag In het kader van fondsenwerving
Het aantal maal een advertentiebericht wordt gelezen zit in een opwaartse trend naar aanleiding van een onafwendbare technologische progressie die de mensen van de wereld steeds maar meer verbonden maakt met elkaar. Dit leidt er dan ook toe dat het des te noodzakelijker wordt te onderzoeken hoe maximaal nut uit deze marketingberichten gehaald kan worden. Zo kan men nagaan in welke taal een campagne best geschreven wordt, maar daar stopt het echter niet bij aangezien recente studies hebben aangetoond dat de perceptie van tijd afhankelijk is van taal en hierdoor ook tot ander gedrag kan leiden. Om tijd te categoriseren bestaan er twee mogelijkheden, namelijk werkwoordtijd en -aspect.
Deze studie maakt gebruikt van de eerstgenoemde, werkwoordtijd om te onderzoeken hoe de perceptie van taal en werkwoordtijd in het opstellen van fondsenwervingcampagnes altruïstisch gedrag beïnvloedt. De fondsenwerving markt is gekozen omdat literatuur in dit domein schaars maar broodnodig is. De studie baseert zich op een online kwantitatief onderzoek om de drie samenstellende hypothesen te staven. Deelnemers van dit onderzoek waren tweetalige Belgen (Nederlands- Engels), die doormiddel van volledige randomisatie met of een Nederlandstalige of een Engelstalige vragenlijst geprikkeld werden om na te gaan of een puur linguïstisch effect waarneembaar was.
De resultaten wijzen op een kloof tussen altruïstische intentie en gedrag voor deelnemers van de Engelse conditie. Hoewel deze een hogere waarschijnlijkheid aanduidden om geld te doneren, doneerden ze gemiddeld toch hetzelfde bedrag als deelnemers in de Nederlandstalige conditie. Dit stelt natuurlijk de vraag wat deze kloof veroorzaakt en hoe deze gedempt kan worden en waarom deze kloof niet in de Nederlandstalige conditie aanwezig was. Aanvullend duiden de resultaten er ook op dat mensen meer altruïstischer gedrag vertonen naarmate ze ouder worden, dit in lijn met bevindingen van eerdere studies.
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