US EditionThe Cost of a Smile: How Facial Expressions on GoFundMe Lead to Fewer Donations for Black Beneficiaries
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The Cost of a Smile: How Facial Expressions on GoFundMe Lead to Fewer Donations for Black Beneficiaries
Crowdfunding platforms like GoFundMe, designed to democratize financial access, often fall short of their equity-focused mission. A new Journal of Marketing study finds that facial emotional expressiveness in campaign images can activate racial stereotypes, resulting in Black beneficiaries receiving fewer donations than their White counterparts. This research sheds light on how subtle visual cues interact with societal biases, creating inequitie…
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