这不是你 (好吧,它有点你),这是我:自我与社会形象在温暖的光给予
Philip J Grossman1, Jonathan Levy2
1Department of Economics, Monash University, Victoria, Australia.
PloS one
|March 25, 2024
概括
了解捐赠者的动机是慈善机构的关键. 虽然经常强调利他主义,但这项研究显示,专注于自我形象可以增加捐助者基础,社会形象可以增加捐赠金额.
科学领域:
- 行为经济学是一种行为经济学.
- 慈善事业的心理学
- 消费者行为 消费者行为
背景情况:
- 慈善捐赠往往是出于利他主义的动机.
- 很大一部分的个人 (大约. 50%) 从捐赠中体验到"温暖的光".
- 温暖的光满意度源于自我形象和社会形象的关注.
研究的目的:
- 调查自我形象和社会形象在温暖的光中所扮演的不同角色.
- 量化社会审查对捐赠行为的影响.
- 为慈善筹款策略提供可操作的见解.
主要方法:
- 一项在线实验与960名亚马逊机械土耳其人 (MTurk) 参与者进行.
- 一个模拟的环境被用来实际诱导被观察的感觉.
- 在不同的实验条件下测量了捐赠的可能性和数量.
主要成果:
- 对社会形象的担忧并没有显著增加个人捐赠的可能性.
- 社会形象的担忧显著增加了捐赠的平均金额.
- 刺激被观察的感觉导致平均捐赠显著增加.
结论:
- 旨在扩大捐助者基础的慈善机构应该强调自我形象的好处.
- 为了增加捐赠的总金额,慈善机构应该利用捐赠者的社会形象问题.
- 了解自我和社会形象的双重动机对于有效的筹款至关重要.
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