Studies of Psychology and Behavior ›› 2017, Vol. 15 ›› Issue (4): 470-477.

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

Chen Jianmei, Zhang Jun, Reng Sixuan, Liu Guohua   

  1. School of Social Science, Yangzhou University, Yangzhou 225000;
    School of Marxism, Jiangsu Sicence and Technology University, Changzhou 210046;
    school of information engineering, Hangzhou dianzi university, Hangzhou 311331;
    Center of Mental Health Education, Guangdong Ocean University, Zhanjiang 524000
  • Received:2016-11-12 Online:2017-10-10 Published:2017-07-20

情绪和劝捐策略对个体捐赠决策的影响*

陈剑梅, 张军, 任思璇, 刘国华   

  1. 扬州大学社会发展学院,扬州 225000
    江苏理工学院马克思主义学院,常州 213001
    杭州电子科技大学信息工程学院,杭州 315801
    广东海洋大学心理健康中心,湛江 524000
  • 通讯作者: 刘国华,E-mail:hdpsy@163.com。
  • 基金资助:
    江苏省教育厅高校哲学社会科学项目(2014SJB779)

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

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