The Influences of Eye-Gaze, Style of Dress, and Locality on the Amounts of Money Donated to a Charity

A number of studies have examined in the laboratory the effects of an individual's eye-gaze upon the behavior of another. In this study the effects of gaze were investigated in a real-life setting in which a collector of money for a charity either looked a possible donor in the eye when asking for money or looked at the collecting tin. Significantly more money was donated in the former condition. While neither the style of dress of the collector nor the locality in which the collections were made had an overall effect, significant interactive effects were noted for gaze and style of dress, for style of dress and locality, and for gaze and locality. Gaze was a more potent factor when the collector was dressed casually than smartly, and when the collections were made in high-rise flats as opposed to terraced houses.

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