The Relationship Between Facial Emotion Expression and Online Charity Donation: A Mediated Moderation Model

Abstract

Abstract: Building on the framing effect and empathy-helping hypothesis, the present study constructed a mediated moderation model to examine whether and how facial emotion expression and goal framing would affect sympathy and online charity donation. The experiment employed a 2 (facial emotion expression:happy/painful)×2 (goal framing: positive/negative) between-subjects design. Results of ANOVAs showed that there were main effects for facial emotion expression and for goal framing on both empathy and online charity donation, and there was also a significant interaction between facial emotion expression and goal framing for both dependent variables. The results also revealed a mediated moderation, in which goal framing moderated the relationship between facial emotion expression and online charity donation, and this moderation effect was mediated by empathy. In conclusion, the present study introduces two critical features of online charity advertisements: facial emotion expression on images of victims and goal framing. One practical implication of the present study is that the online charity advertisements designers should pay attention to the importance of subtle emotional cues and goal framing which can sway sympathy and giving.

Key words: online charitable donation, facial emotion expression, goal framing, empathy, donation intention

摘要： 基于框架效应和共情–助人行为假说，以82名大学生为被试，通过实验探讨了网络募捐中求助者的面部表情对捐助意愿的影响，并考察了目标框架的调节作用以及共情的中介作用。结果表明：目标框架调节了求助者的面部表情对捐助者的共情和捐助意愿的影响。在积极框架下，消极面部表情对捐助者的共情和捐助意愿的积极影响显著高于积极面部表情；而在消极框架下，两种面部表情对捐助者的共情和捐助意愿的影响均无显著差异。研究还发现了有中介的调节作用模型，共情在求助者的面部表情对捐助意愿的影响中发挥中介作用，而目标框架是有中介的调节变量。

关键词: 网络募捐, 面部表情, 目标框架, 共情, 捐助意愿

CLC Number:

B849

HENG Shupeng, ZHAO Huanfang, XIONG Jianping, ZHOU Zongkui. The Relationship Between Facial Emotion Expression and Online Charity Donation: A Mediated Moderation Model[J]. Studies of Psychology and Behavior, 2020, 18(1): 92-99.

衡书鹏, 赵换方, 熊建萍, 周宗奎. 网络募捐中求助者的面部表情对捐助意愿的影响：有中介的调节模型[J]. 心理与行为研究, 2020, 18(1): 92-99.

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