情绪和劝捐策略对个体捐赠决策的影响  

Emotion and Donating Appeal Influence Giving Decision-Making:An Experiment Research

作　　者：陈剑梅[1] 张军[2] 任思璇[3] 刘国华[4] 

机构地区：[1]扬州大学社会发展学院,扬州225000 [2]江苏理工学院马克思主义学院,常州213001 [3]杭州电子科技大学信息工程学院,杭州315801 [4]广东海洋大学心理健康中心,湛江524000

出　　处：《心理与行为研究》2017年第4期470-477,共8页Studies of Psychology and Behavior

基　　金：江苏省教育厅高校哲学社会科学项目(2014SJB779)

摘　　要：以185名大学生为被试,采用2×3完全随机实验设计,考察了情绪和劝捐策略对个体捐款决策的影响。结果发现:情绪和劝捐策略的主效应均显著。悲伤情绪状态下的被试比愉悦情绪状态下的被试捐赠更多,决策时间更短;信用劝捐策略相对情感和理性劝捐策略,被试捐赠更多,决策时间更短。个体在悲伤情绪下,如果募捐者使用信用劝捐策略,其捐赠意愿最强。In this study, to examine the effect of donating persuasion appeal and emotint on RT and individual giving amount. A completely random designed experiment is conducted to test proposed hypotheses in the context of charity. The results are as follows： the main effects of donating appeal and emotion are alien. Credibility Donat- ing appeal raises the giving amount and shortens the decision-making more greatly than effective appeal and ra- tional appeal. The negative emotin stimulates the giving and shortens the time for decision-making than positive emotion among subjects.

关 键 词：情绪 劝捐策略 捐赠决策 

分 类 号：B849[哲学宗教—应用心理学]