权力越高越倾向于捐赠时间吗:慈善营销中捐赠者的权力对其时间捐赠意愿的影响及机制研究

Having Power,Donating More Time? The Effect of Donors' Power on Their Charitable Donation Intention of Time and the Underlying Mechanisms

以往权力研究侧重于慈善捐款(捐金钱),与低权力者相比,高权力者对受难者的同情心少,因此捐款意愿低。但捐赠者的权力如何影响其时间捐赠,目前尚未有研究探讨。本文利用行为数据和自陈报告数据发现,慈善捐赠情境下,尽管高权力者比低权力者的金钱捐赠意愿低,但他们的时间捐赠意愿却比低权力者高。这一现象发生的原因是,高权力者对他们的时间有更高的幻觉控制,使其遇到时间捐赠呼吁时会表现出更强的行动导向。本研究进一步表明,当个体的权力来源不合理时,慈善捐赠情境下个体的权力对时间捐赠的影响将会逆转。

Previous power research focuses on charitable donations of money,showing that high-(versus low-)power people show less sympathy toward the needy and consequently are less charitable.However,all these research focuses on monetary donation.It is still unknown whether high-power individuals are also less charitable than their low-power counterparts in terms of donating time.The current research therefore intends to study whether power affects consumers’charitable donations of time,as well as the underlying mechanisms and boundary conditions.Drawing on research on power,illusory control and action orientation,we predict that compared to low-power consumers,in the context of time donation,high-power consumers will show higher donation intention of time(Hypothesis 1).We argue that this phenomenon will be driven by illusory control over time and action orientation when seeing a time-donation appeal(Hypothesis 2).Based on research on power,we further predict that the effect of power on time donation intention will be moderated by legitimacy of power.We predict that the nature of this moderation effect would be when the sources of power are legitimate,high-power consumers show higher donation intention of time than low-power ones,however,when the sources of power are illegitimate,high-power consumers will show lower donation intention of time(Hypothesis 3).We conducted four studies to test these hypotheses,via collecting both behavioral data and self-reported data,and via using both survey and experimental methods.In Study 1 a,after reading a local charitable organization’s brochure,managers and employees indicated their real donation choice between monetary donation and volunteering.In Study 1 b,participants first received manipulations of sense of power and donation appeals(time vs.money).Next,they indicated their helping intention.Study 1 a and Study 1 b observed consistent results that compared to low-power consumers,high-power consumers indicated a lower donation intention of money(replicating previous results),but a higher donation intention of time(supporting our Hypothesis 1).Even so,Studies 1 a-1 b had shortcomings(i.e.,lacking of a baseline or equal-power condition,and being unable to show the underlying mechanisms).Study 2 therefore was conducted to address these limitations.In Study 2,we randomly assigned participants into one of three(high power vs.low power vs.equal power)conditions,and then invited them to indicate their intention to be a volunteer of a charitable organization.Results of Study 2 supported Hypothesis 2.Study 3 next tested the moderation effect of legitimacy sources of power via observing participants’real donation act.Results of Study 3 supported Hypothesis 3.This paper has important marketing implications to charitable organizations’charity marketing,as well as to organizations’decision-making.