移情还是逃避?随着时间的推移,研究应对引发厌恶的慈善呼吁的替代机制

IF 4.2 Q2 BUSINESS
Deena Kemp
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引用次数: 7

摘要

慈善广告中经常使用令人厌恶的意象。尽管研究表明厌恶对亲社会行为有负面影响,但很少有研究对慈善呼吁进行调查。目前的两个因素,参与者之间的实验比较了对厌恶和非厌恶诉求的即时和延迟反应。暴露后,厌恶感立即降低了自我报告的信息关注度和同理心。然而,暴露在厌恶中的参与者预计忘记信息会更困难,这会促使他们立即给予,他们报告说,暴露后会更多地思考信息,这会导致延迟给予。同理心在厌恶下保持相对稳定,随着时间的推移超过了比较条件。研究结果表明,厌恶会影响慈善行为,这是一个微妙的过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Empathy or Escape? Examining Alternative Mechanisms Underlying Responses to Disgust-Evoking Charity Appeals Over Time
Abstract Disgust-evoking imagery is often used in charity advertising. Although research suggests disgust has negative effects on prosocial behavior, few studies examine charity appeals. The current two-factor, between-participants experiment compared immediate and delayed responses to disgust versus nondisgust appeals. Immediately following exposure, disgust reduced self-reported message attention and empathy. Yet participants exposed to disgust anticipated greater difficulty forgetting the message, which motivated immediate giving, and they reported thinking about the message more following exposure, which motivated delayed giving. Empathy remained relatively stable under disgust, exceeding the comparison condition over time. Results suggest a nuanced process whereby disgust affects charitable behavior.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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