Doctoral Dissertation Research in DRMS: Donation appeals for conservation - the influence of moral worldviews and moral foundations

DRMS 博士论文研究：捐赠呼吁保护——道德世界观和道德基础的影响

• 批准号: 1725530
• 负责人: Michael Nelson
• 金额: $ 2.6万
• 依托单位: Oregon State University
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2017
• 资助国家: 美国
• 起止时间: 2017-06-15 至 2019-05-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1725530&HistoricalAwards=false
• 关键词: Doctoral; Dissertation; Research; DRMS; Donation

Past research has shown that outreach messages matching people's moral values and beliefs can be highly effective in producing desirable pro-social or pro-environmental behaviors, including charitable donations. This project contributes to extant research by investigating the effectiveness of two specific types of moral messages. The research is directly relevant to the fund-raising efforts of conservation non-governmental organizations by producing new knowledge about effective messaging. The primary objective of this research is to understand the effects of and interactions between two morality variables, "moral foundation" and "moral worldview," as they pertain to donation behavior. Moral foundation describes the types of issues and basic values an individual perceives to be moral (i.e., the "what" of moral concern), while moral worldview describes which sorts of entities an individual perceives to be of moral concern (i.e., the "who" of moral concern). The research teams manipulates these two variables experimentally across six treatment flyers in a three-by-two factorial research design. Two of the six flyers feature outreach messages invoking each of three different moral worldviews: anthropocentric (expressing concern only for humans), non-anthropocentric (expressing concern for humans and nonhumans), and false non-anthropocentric (expressing concern only for non-humans). Three of the six flyers feature messages invoking each of two different moral foundations: binding, emphasizing issues of authority, loyalty, and purity; and individualizing, emphasizing issues of harm and fairness. The experiment is embedded in an online survey of the American public, with actual donation behavior measured as the key response variable. Combining theoretical frameworks from environmental ethics and moral and social psychology, this project represents an interdisciplinary integration of research and scholarship from multiple branches of the social sciences and the humanities. This work not only stands to enhance our understanding of charitable giving, but it also contributes to an established and growing body of research on moral foundations theory, particularly in the context of persuasive messaging.

过去的研究表明，与人们的道德价值观和信仰相匹配的外展信息可以非常有效地产生理想的亲社会或亲环境行为，包括慈善捐赠。这个项目通过调查两种特定类型的道德信息的有效性来促进现有的研究。这项研究产生了关于有效信息传递的新知识，与非政府养护组织的筹资工作直接相关。本研究的主要目的是了解“道德基础”和“道德世界观”这两个道德变量对捐赠行为的影响和相互作用。道德基础描述了个人认为是道德的问题和基本价值观的类型（即，道德关注的“什么”），而道德世界观描述了个体感知到哪些种类的实体是道德关注的（即，道德上的“谁”（Who）。研究小组在一个三乘二的析因研究设计中，在六个治疗传单上实验性地操纵这两个变量。六张传单中有两张的外展信息涉及三种不同的道德世界观：以人为中心（仅表达对人类的关注），非以人为中心（表达对人类和非人类的关注）和虚假的非以人为中心（仅表达对非人类的关注）。六张传单中有三张的信息分别涉及两种不同的道德基础：约束，强调权威，忠诚和纯洁;个性化，强调伤害和公平。该实验是嵌入在美国公众的在线调查，与实际的捐赠行为作为关键的响应变量测量。该项目结合了环境伦理学、道德和社会心理学的理论框架，代表了社会科学和人文科学多个分支的研究和学术的跨学科整合。这项工作不仅有助于加强我们对慈善捐赠的理解，而且还有助于建立和不断增长的道德基础理论研究，特别是在有说服力的信息传递方面。

项目成果

Nature for whom? How type of beneficiary influences the effectiveness of conservation outreach messages

• DOI: 10.1016/j.biocon.2018.10.029
• 发表时间: 2018-12-01
• 期刊: BIOLOGICAL CONSERVATION
• 影响因子: 5.9
• 作者: Batavia, Chelsea;Bruskotter, Jeremy T.;Nelson, Michael Paul
• 通讯作者: Nelson, Michael Paul