时间框架对捐赠意愿的影响

The Impacts of Temporal Framing on Donation Intention

探讨募捐信息的统计数据呈现方式是否会对捐赠意愿有所影响,即究竟是短时间框架与低数值结合,还是长时间框架与高数值结合的表述更能引发个体捐赠行为。解释水平理论认为更短的时间框架表述会使事件距离更近,而基于基础概率谬误理论,人们在进行主观概率判断时倾向于使用具体突出信息而忽略掉基础信息。两种理论应用于此将得出相反结论。研究结果表明解释水平理论是时间框架对捐赠意愿影响的作用机制。短时间框架下个体感知的事件距离更近,因而捐赠意愿更高,并且这种效应对未来结果关注度低的人作用显著,对未来结果关注度高的人无明显区别,解决了将时间与数值信息结合的框架效应的理论矛盾,为慈善机构改善募捐策略提供了启发和实践方法。

Whether the statistical presentation of donation information will have an impact on donation in tention is discussed.Between the combination of every day framing with low numerical value and the com bination of every year framing with high numerical value,which can trigger individual donation behavior?Const rual level theory holds that short-term temporal frame make the event seem more proximal.Based on base rate neglect theory,people underutilize relative information and overutilize other salient information.The application of these two theories results in opposite conclusion.Research indicates that construal level theory is the mechanism of temporal framing effect on donation intention.In every day framing,individu als’perceived proximity increased,resulting in higher willingness to donate.Moreover,this effect is mainly significant on people with low consideration of future consequences.The research solves the theo retical contradiction of framing effect with both time and numerical information,and provides enlightening and practical approach for charity to improve fundraising strategy.