Every participant rated both organizations based on familiarity (‘How much do you understand and are familiar with the organization?”), monetary implication (‘Will you contribute with your own money for the organization profit?”), personal implication (‘Will you use your own resources (personal time, effort, participate in activities, publicity…) to help the organization?”), empathy (‘How attached or close you feel to the organization?”) and friend´s empathy (‘How attached or close do you think your friends will be to the organization?”).