“因人而异,因事而别”——慈善广告诉求与自我建构相匹配对个体捐赠意愿的影响

“It Varies from Person to Person,because of Things”——The Impact of Charity Advertising Appeal and Self-construction on Individual Donation Willingness

慈善机构进行慈善宣传时,需要因人而异采用不同的广告诉求以提高捐赠效果。本研究基于自我建构理论、精细加工可能性模型及信息框架理论,通过四个实验验证了慈善广告诉求与自我建构的匹配效应。研究结果表明,突出慈善组织信息的广告诉求能使独立型捐赠者具有更高的捐赠意愿;突出受助者信息的广告诉求能使依存型捐赠者具有更高的捐赠意愿。此外,慈善广告的信息框架(促进框架vs.防御框架)对慈善广告诉求与自我建构的匹配效应具有调节作用。采用促进框架能够提高慈善组织诉求与独立型捐赠者的匹配效应;采用防御框架可以提高受助者诉求与依存型捐赠者的匹配效应。本研究为慈善机构针对不同类型捐赠者进行慈善广告设计提供了理论支持,具有一定的理论意义和实践价值。

When charitable organizations conduct charitable advertising,they need to use different advertising appeals to improve the donation effect.Based on self-construction theory,Elaboration Likelihood Model and information framework theory,this study verifies the matching effect of charity advertising appeal and self-construction through four experiments.The research results show that the advertising appeals that highlight the information of charitable organizations can make independent donors have higher willingness to donate;while the advertising appeals that highlight the information of the recipients can make dependent donors have higher willingness to donate.In addition,the information framework of charitable advertising(promoting framework vs.defense framework)has a regulatory effect on the matching effect of charity advertising appeal and self-construction.Adopting a promotion framework can improve the matching effect between charity appeals and independent donors;while using a defensive framework can improve the matching effect of grantee appeals and dependent donors.This study provides theoretical support for charity organizations to design charity advertisements for different types of donors,and has certain theoretical significance and practical value.