Inspire me to donate: The use of strength emotion in donation appeals
Inspire me to donate: The use of strength emotion in donation appeals
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激励我捐款：在捐款呼吁中运用力量情感
DOI：
10.1016/j.jcps.2015.09.001
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发表时间：
2016-04-01
影响因子：
4.8
通讯作者：
Lei, Jing
中科院分区：
文献类型：
--
作者：
Liang, Jianping;Chen, Zengxiang;Lei, Jing
先前的研究表明，在捐赠呼吁中使用消极情绪，如悲伤，可以使人们对捐赠目标感同身受，增加他们的捐赠倾向（“共情帮助”假说）。在本研究中，我们提出了“激励-帮助”假设，并发现力量的积极情绪可以激励人们捐赠。我们的研究表明，结合积极的力量情绪和消极的悲伤情绪作为一种说服人们捐赠的手段，比悲伤主导或力量主导的情绪更有效。(C) 2015消费心理学会。Elsevier Inc.出版。版权所有。
Previous research has shown that the use of negative emotions such as sadness in donation appeals can make people empathetic towards the donation target, increasing their tendency to donate (the "empathy-helping" hypothesis). In this research we propose an "inspiration-helping" hypothesis, and find that the positive emotion of strength can inspire people to donate. We show that combining the positive emotion of strength and the negative emotion of sadness is more effective as a means of persuading people to donate than the sadness-dominating or the strength dominating emotion. (C) 2015 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.