劝捐策略和框架效应对个体捐赠决策的影响

Persuasion Appeal and Framing Effect Influence Giving Decision-Making

采用两个3×2完全随机实验设计,考察劝捐策略和目标框架效应对个体捐赠决策的影响,结果表明:(1)劝捐策略和目标框架效应的主效应显著,信用劝捐被试捐赠更多,决策时间更短,损失目标框架比收益目标框架的被试决策时间更短,捐赠更多,被试在信用X损失框架情境中捐赠最多,反应时最短;(2)劝捐策略和框架效应的交互效应均显著,情感策略受框架效应影响较大,在损失框架下被试反应时更短,捐赠更多。

This study examined the effect of persuasion appeal and framing effect on RT and individual giving amount. A completely random designed experiment was conducted to test the hypotheses in the context of charity. Results were as follows： the main effects of persuasion appeal and framing were different. Credibility persuasion appeal raised the giving amount and shortened the decision-making more greatly than effective appeal and rational ap- peal. The negative of goal framing stimulates the giving and shortens the time for decision-making than positive framing among the subjects. The interaction effect between persuasion appeal and framing effect was significant, suggesting the affective persuasion appeal greatly influenced by froming. Giving amount rises and the time for decision-making shortens under the circumstance of negative goal framing.