受害者的身份,受害者的数量,以及要求慈善捐赠的单位
Hajdi Moche1,2, Hulda Karlsson1,2, Daniel Västfjäll1,2,3
1Department of Behavioral Sciences and Learning, Linköping University, Linköping, Sweden.
PloS one
|March 28, 2024
概括
慈善捐赠受到请求的构成方式的影响. 单元要求增加了对有需要的人数的敏感性,而在捐赠之前的情感要求提高了捐赠水平.
科学领域:
- 行为经济学是一种行为经济学.
- 心理学 心理学 心理学
- 慈善捐赠 慈善捐赠 慈善捐赠 慈善捐赠
背景情况:
- 可识别的受害者效应表明,对于单一识别的受害者来说,捐款的数量更大.
- 在慈善捐赠的背景下,奇点效应和单元请求的理解较少.
- 了解捐赠心理学对于有效的筹款至关重要.
研究的目的:
- 调查可识别性,独特性和单元要求对慈善捐款的影响.
- 探索这些因素与情感反应之间的相互作用.
- 确定提高捐赠水平的策略.
主要方法:
- 进行了五项涉及7996名参与者的研究.
- 实验性操纵可识别性,奇点和群体大小.
- 包括单元询问和情绪询问协议.
主要成果:
- 单元询问增加了对需要帮助的人数的敏感性.
- 可识别性会影响情感反应,但不会直接影响捐赠金额.
- 在捐赠之前提问情感显著增加了捐赠水平.
- 当与单元询问相结合时,情感询问的积极效应会减少.
结论:
- 捐款框架 (单位要求) 显著影响所感知的需求.
- 对可识别性的情感反应并不直接转化为捐赠的增加.
- 影响评估的时间 (情绪询问) 是捐赠行为的关键因素.
- 单元和情感询问的结合策略需要进一步优化.
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