情绪和框架效应对个体捐赠决策影响的实验研究

本研究采用双因素被试间实验具体考察了特定即时情绪和框架效应对于捐赠决策的影响，结果发现存在显著的主效应和交互作用。悲伤情绪能够增加捐赠者的捐赠意愿，快乐情绪会降低捐赠者的捐赠意愿；损失框架能够增加捐赠者的捐赠意愿，幸存框架会降低捐赠者的捐赠意愿；快乐情绪的捐赠者的捐赠决策受框架效应的影响要弱于中性情绪和悲伤情绪的捐赠者，捐赠者在幸存框架下的捐赠决策受情绪的影响比在损失框架下受情绪的影响更小。

Emotions and the Framing Effect Influence Monetary Donation Decision making:An Experimental Research

Monetary donation is a typical behavior of human’s altruism. Individual monetary donation behaviors are determinated by extrinsic variables such as demographic characters, family income condition, religious belief etc. and intrinsic variables such as donation incentives, social responsibility sense, familiarity to charity organizations etc. This study’s purposes are to examine the impact of specific emotions and framing effect on individual monetary donation decision making. A 3×2 between-subjects design crossed an emotion manipulation(neutral, happiness, and sadness)with a framing effect manipulation(survival frame and mortality frame) and one hundred eighty-six participants were assigned to six experimental conditions.The current results suggest that emotions can have dramatic effects on monetary donation decision making, even when they arise from a prior, irrelevant, situation. Sadness can arouse donators’ willing to donate money, and happiness can curb donators’ willing. The results also suggest that framing effect can have significant effects on monetary donation decision making. Emphasizing on mortality frame can arouse donators’ willing to donate while emphasizing on survival frame can curb donators’ willing to donate. Besides advancing theories of emotion and framing effect and donation decision making,these results have practical implications. In sum, the present fndings highlight both the powerful effects that emotion and framing effect can play in donation decision making and the need for research on the mechanisms driving such effects.