Moche Hajdi, Erlandsson Arvid, Andersson David, Västfjäll Daniel
Department of Behavioral Sciences and Learning, Linköping University, Linköping, Sweden.
Department of Management and Economics, Linköping University, Linköping, Sweden.
Front Psychol. 2020 Jan 21;10:3035. doi: 10.3389/fpsyg.2019.03035. eCollection 2019.
Do people consider alternative uses of money (i.e., opportunity cost) when asked to donate to a charitable cause? To answer this question, we examined the effect of providing versus not providing participants with an opportunity cost reminder when they are asked to donate money to causes with identified and non-identified victims. The results of two studies show that when making one-time donation decisions, people become less willing to donate to charity when reminded of opportunity cost, but mainly for non-identified victims. Moreover, framing the opportunity cost reminder as prosocial versus proself did not influence willingness to donate. Overall, our evidence suggests that opportunity cost reminders influence people's donation behavior depending on whether charities identify supported victims or not.
当被要求向慈善事业捐款时，人们会考虑金钱的其他用途（即机会成本）吗？为了回答这个问题，我们研究了在要求参与者向有明确和无明确受害者的慈善事业捐款时，向他们提供或不提供机会成本提醒的效果。两项研究的结果表明，在做出一次性捐款决定时，当被提醒机会成本时，人们向慈善机构捐款的意愿会降低，但主要是针对无明确受害者的情况。此外，将机会成本提醒表述为亲社会与利己并没有影响捐款意愿。总体而言，我们的证据表明，机会成本提醒是否会影响人们的捐款行为取决于慈善机构是否明确所支持的受害者。
