Volunteering to Assist the Homeless: Public Service and Individual Differences

Abstract

The present investigation examined the effects of three public service announcements (PSAs) on undergraduates’ willingness to volunteer to assist the homeless at a local emergency shelter. A PSA designed to arouse empathy in listeners generally yielded a higher rate of volunteering to assist the homeless than either a self-oriented PSA or an unemotional, other-oriented PSA. The PSA designed to arouse empathy was found to be especially effective in promoting volunteering in individuals who scored relatively high on trait affective empathy and who, in turn, reported a relatively strong empathic response to this message.