Emotion and Donating Appeal Influence Giving Decision-Making:An Experiment Research

Abstract

Abstract: In this study, to examine the effect of donating persuasion appeal and emotint on RT and individual giving amount. A completely random designed experiment is conducted to test proposed hypotheses in the context of charity. The results are as follows: the main effects of donating appeal and emotion are alien. Credibility Donating appeal raises the giving amount and shortens the decision-making more greatly than effective appeal and rational appeal. The negative emotin stimulates the giving and shortens the time for decision-making than positive emotion among the subjects.

Key words: emotion, donating appeal, giving decision-making

摘要： 以185名大学生为被试,采用2×3完全随机实验设计,考察了情绪和劝捐策略对个体捐款决策的影响。结果发现：情绪和劝捐策略的主效应均显著。悲伤情绪状态下的被试比愉悦情绪状态下的被试捐赠更多,决策时间更短;信用劝捐策略相对情感和理性劝捐策略,被试捐赠更多,决策时间更短。个体在悲伤情绪下,如果募捐者使用信用劝捐策略,其捐赠意愿最强。

关键词: 情绪, 劝捐策略, 捐赠决策

CLC Number:

B849

Chen Jianmei, Zhang Jun, Reng Sixuan, Liu Guohua. Emotion and Donating Appeal Influence Giving Decision-Making:An Experiment Research[J]. Studies of Psychology and Behavior, 2017, 15(4): 470-477.

陈剑梅, 张军, 任思璇, 刘国华. 情绪和劝捐策略对个体捐赠决策的影响^*[J]. 心理与行为研究, 2017, 15(4): 470-477.

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