Their title reads: The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action by Kirk Kristofferson, Katherine White, John Peloza. (Kirk Kristofferson, Katherine White, John Peloza. The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action. Journal of Consumer Research, 2013; : 000 DOI: 10.1086/674137)
Abstract:
Prior research offers competing predictions regarding whether an initial token display of support for a cause (such as wearing a ribbon, signing a petition, or joining a Facebook group) subsequently leads to increased and otherwise more meaningful contributions to the cause. The present research proposes a conceptual framework elucidating two primary motivations that underlie subsequent helping behavior: a desire to present a positive image to others and a desire to be consistent with one’s own values. Importantly, the socially observable nature (public vs. private) of initial token support is identified as a key moderator that influences when and why token support does or does not lead to meaningful support for the cause. Consumers exhibit greater helping on a subsequent, more meaningful task after providing an initial private (vs. public) display of token support for a cause. Finally, the authors demonstrate how value alignment and connection to the cause moderate the observed effects.
From the introduction:
We define slacktivism as a willingness to perform a relatively costless, token display of support for a social cause, with an accompanying lack of willingness to devote significant effort to enact meaningful change (Davis 2011; Morozov 2009a).
From the section: The Moderating Role of Social Observability: The Public versus Private Nature of Support:
…we anticipate that consumers who make an initial act of token support in public will be no more likely to provide meaningful support than those who engaged in no initial act of support.
Four (4) detailed studies and an extensive review of the literature are offered to support the author’s conclusions.
The only source that I noticed missing was:
10 Two men went up into the temple to pray; the one a Pharisee, and the other a publican.
11 The Pharisee stood and prayed thus with himself, God, I thank thee, that I am not as other men are, extortioners, unjust, adulterers, or even as this publican.
12 I fast twice in the week, I give tithes of all that I possess.
13 And the publican, standing afar off, would not lift up so much as his eyes unto heaven, but smote upon his breast, saying, God be merciful to me a sinner.
14 I tell you, this man went down to his house justified rather than the other: for every one that exalteth himself shall be abased; and he that humbleth himself shall be exalted.
The authors would reverse the roles of the Pharisee and the publican, to find the Pharisee contributes “meaningful support,” and the publican has not.
We contrast token support with meaningful support, which we define as consumer contributions that require a significant cost, effort, or behavior change in ways that make tangible contributions to the cause. Examples of meaningful support include donating money and volunteering time and skills.
If you are trying to attract “meaningful support” for your cause or organization, i.e., avoid slackers, there is much to learn here.
If you are trying to move beyond the “cheap grace” (Bonhoeffer)* of “meaningful support” and towards “meaningful change,” there is much to be learned here as well.
Governments, corporations, ad agencies and even your competitors are manipulating the public understanding of “meaningful support” and “meaningful change.” And acceptable means for both.
You can play on their terms and lose, or you can define your own terms and roll the dice.
Questions?
* I know the phrase “cheap grace” from Bonhoeffer but in running a reference to ground, I saw a statement in Wikipedia that Bonhoeffer learned that phrase from Adam Clayton Powell, Sr.. Homiletics have never been a strong interest of mine but I will try to run down some sources on sermons by Adam Clayton Powell, Sr.