Barraza Jorge A, Alexander Veronika, Beavin Laura E, Terris Elizabeth T, Zak Paul J
Center for Neuroeconomics Studies, School of Social Science, Policy, and Evaluation, Claremont Graduate University, United States.
Center for Neuroeconomics Studies, School of Social Science, Policy, and Evaluation, Claremont Graduate University, United States.
Biol Psychol. 2015 Feb;105:138-43. doi: 10.1016/j.biopsycho.2015.01.008. Epub 2015 Jan 21.
Emotionally laden narratives are often used as persuasive appeals by charitable organizations. Physiological responses to a narrative may explain why some people respond to an appeal while others do not. In this study we tested whether autonomic and hormonal activity during a narrative predict subsequent narrative influence via charitable giving. Participants viewed a brief story of a father's experience with his 2-year-old son who has terminal cancer. After the story, participants were presented with an opportunity to donate some of their study earnings to a related charity. Measures derived from cardiac and electrodermal activity, including HF-HRV, significantly predicted donor status. Time-series GARCH models of physiology during the narrative further differentiated donors from non-donors. Moreover, cardiac activity and experienced concern were found to covary from moment-to-moment across the narrative. Our findings indicate that the physiological response to a stimulus, herein a narrative, can predict influence as indexed by stimulus-related behavior.
充满情感的叙述常常被慈善组织用作有说服力的诉求手段。对叙述的生理反应或许可以解释为什么有些人会对诉求做出回应，而另一些人则不会。在本研究中，我们测试了在叙述过程中的自主神经和激素活动是否能通过慈善捐赠来预测后续叙述的影响力。参与者观看了一个关于一位父亲与他患有晚期癌症的两岁儿子经历的简短故事。看完故事后，参与者有机会将他们的部分研究所得捐赠给一个相关慈善机构。从心脏和皮肤电活动得出的测量指标，包括高频心率变异性（HF-HRV），显著预测了捐赠者状态。叙述过程中生理指标的时间序列广义自回归条件异方差（GARCH）模型进一步区分了捐赠者和非捐赠者。此外，在整个叙述过程中，发现心脏活动和所体验到的关切是时刻相关的。我们的研究结果表明，对一种刺激（在此为叙述）的生理反应能够预测由与刺激相关行为所衡量的影响力。
