了解内隐理论对捐赠者时间或金钱偏好的影响

IF 4.4 3区 管理学 Q2 BUSINESS
Doori Song, Hyejoon Rim
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引用次数: 0

摘要

慈善捐赠取决于时间或金钱。了解捐赠者选择其中一种资源的动机对于各种非营利组织来说至关重要。本研究以内隐理论为基础,探讨了捐赠者对人类特质固定性或可塑性的信念如何影响他们对捐赠资源的偏好。三个实验显示,认为人的特质是固定的(实体理论)的捐赠者更倾向于捐赠金钱,而认为人性是可塑的(增量理论)的捐赠者更倾向于捐赠时间。研究结果还表明,分析思维对实体理论者的金钱捐赠起到了中介作用,而整体思维则影响了渐进理论者的时间捐赠。这项研究为旨在优化筹款策略的非营利组织提供了宝贵的见解,说明了关于人性的信念如何影响人们对不同捐赠资源的偏好。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Understanding the influence of implicit theories on donor's preference for time or money

Understanding the influence of implicit theories on donor's preference for time or money

Charitable giving depends on either time or money. Understanding what motivates donors to choose one resource over the other is crucial for various nonprofit organizations. This research, rooted in implicit theories, examines how donors' beliefs about the fixedness or malleability of human attributes influence their preference of donation resource. Three experiments revealed that donors who believe human traits are fixed (entity theory) are more inclined to donate money, while those who view human nature as malleable (incremental theory) are more likely to donate time. The results also suggest that analytic thinking mediates the monetary donations of entity theorists, whereas holistic thinking influences incremental theorists to give their time. This study provides invaluable insights for nonprofit organizations aiming to optimize their fundraising strategies, illustrating how beliefs about human nature can sway preferences for different donation resources.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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