具身认知理论视角下温度刺激对捐赠行为的影响

The Impact of Temperature Stimulation on Donation Behavior from the Perspective of Embodied Cognition Theory

普通消费者已经越来越多地成为慈善募捐的主体,已成为募捐活动中不可或缺的一部分,然而却鲜有文章从捐赠环境对捐赠行为的影响这一角度进行研究。选取温度对捐赠行为的影响,使用3个实验证明了冷刺激对捐赠行为具有促进作用,其作用机制是通过拉近捐赠者与被捐赠者的社会距离,进而影响捐赠行为。最后,验证了慈善机构的声誉对该影响具有调节作用,只有在慈善机构声誉较高时,这种影响才显著。文章还对研究的理论贡献和现实意义进行了深入讨论。

Ordinary consumers have become more and more important in charitable fund-raising.They have become an integral part of fundraising activities.However,few articles have been studied from the perspective of the impact of donor environment on donation behavior.In this paper,three experiments show that cold stimulation has a positive effect on donation behavior.Its mechanism is to narrow the social distance between the donor and the recipient,which in turn affects the donation behavior.Finally,it is verified that the reputation of the charity has a moderating effect on the impact,and this effect is significant only if the reputation of the charity has a sound reputation.This paper also discusses the theoretical contribution and practical significance of the research.