Parting with our possessions can be tough, especially when it comes to objects we are emotionally attached to. This is unfortunate not only because this would free us some space in our wardrobes and storage rooms, but most importantly because nonprofit organizations almost exclusively rely on donations, which means on consumers’ willingness to give away used goods. A new study by Karen Page Winterich (Pennsylvania State University, USA), Rebecca Walker Reczek (Ohio State University, USA) and Julie R. Irwin (University of Texas at Austin, USA) provides an imaginative solution to this problem. Taking a picture of a cherished possession increases donations because it helps consumers deal with the identity loss associated with giving away sentimental goods. The authors suggest that pictures facilitate decisions to donate because they help keep the memory and thus the emotional value of the object, even in the absence of the object itself. Taking a picture could then liberate us from being possessed by our possessions and do good to others at the same time.
You can read more about this research here.