情绪如何诱导慈善捐赠

IF 1.2 4区 心理学 Q4 PSYCHOLOGY, SOCIAL
Anna Shepelenko, Vladimir Kosonogov, Anna Shestakova
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引用次数: 0

摘要

摘要:情绪在决定广告效果中起着普遍的作用。然而,令人愉快或令人不快的广告在吸引捐款方面是否更有效,这仍然是一个有争议的问题。我们记录了自我报告的价态和觉醒,以及生理活动(皮肤电导、心率和面部肌电图),同时54名参与者观看狗的情感图片,并就可能的捐赠做出决定。更多不愉快的照片引发了更多的捐款。瓦楞纸肌电图与捐赠最密切相关。心率和颧肌肌电图的变化也与慈善捐赠相关,但程度较低。因此,瓦楞纸肌电图可用于研究情绪对亲社会行为的影响。在刺激特征方面,流浪狗和病狗引发了更大的情感反应和更多的捐赠。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How Emotions Induce Charitable Giving
Abstract: Emotions play a pervasive role in determining advertising effectiveness. However, it is still a controversial question as to whether pleasant or unpleasant advertisements are more effective in attracting donations. We recorded self-reported valence and arousal, as well as physiological activity (skin conductance, heart rate, and facial electromyography), while 54 participants watched affective pictures of dogs and made decisions with regard to possible donations. More unpleasant pictures provoked larger donations. Corrugator EMG was the most closely related to donations. A change in heart rate and zygomaticus EMG also correlated with charitable giving, but to a lesser extent. Hence, corrugator EMG could be useful in studies of emotional influence on prosocial behavior. With regard to stimulus characteristics, homeless and sick dogs provoked a greater affective response and larger donations.
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来源期刊
Social Psychology
Social Psychology PSYCHOLOGY, SOCIAL-
CiteScore
3.20
自引率
0.00%
发文量
22
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