Lee Eun Young, Chu Kyounghee
Institute for Business Research & Education, Korea University, Seoul, Republic of Korea.
Division of Business, Chosun University, Gwangju, Republic of Korea.
Front Psychol. 2023 May 5;14:1166092. doi: 10.3389/fpsyg.2023.1166092. eCollection 2023.
Despite numerous studies on individual charitable donations and cause-related marketing have been conducted, the framing of the donation amount has not been studied. This research suggests that people's intention to donate to charity differs depending on whether the donation amount is framed as all-inclusive or partitioned. The main effect of partitioned framing was moderated by individual differences in the need for cognition and regulatory focus. The results of our research are threefold. First, people responded more positively to engage in prosocial behavior in the partitioned donation amount condition than in the all-inclusive condition, even when the total amounts were the same. Second, the framing effect of the donation amount differed according to the need for cognition. Individuals with a high need for cognition (NFC) had a higher intention to donate in the partitioned donation amount condition than in the all-inclusive condition, while individuals with low NFC did not show differences in either condition. Third, the framing effect of the donation amount differed according to regulatory focus. Prevention-focused individuals were more willing to donate in the partitioned condition than in the all-inclusive condition, while promotion-focused individuals did not show differences in either condition. In addition, the interaction of framing and regulatory focus on donation intention was mediated by the perceived authenticity of the donation organization. This research has several academic and practical implications for effective corporate social responsibility activities.
尽管已经对个人慈善捐赠和与公益事业相关的营销进行了大量研究，但捐赠金额的框架设定尚未得到研究。本研究表明，人们向慈善机构捐款的意愿因捐赠金额是被设定为全包式还是分割式而有所不同。分割式框架设定的主要影响受到认知需求和监管重点方面个体差异的调节。我们的研究结果有三个方面。第一，即使总金额相同，在分割式捐赠金额条件下，人们对参与亲社会行为的反应比在全包式条件下更积极。第二，捐赠金额的框架效应因认知需求而异。高认知需求（NFC）的个体在分割式捐赠金额条件下比在全包式条件下有更高的捐赠意愿，而低NFC个体在两种条件下均未表现出差异。第三，捐赠金额的框架效应因监管重点而异。预防导向型个体在分割式条件下比在全包式条件下更愿意捐赠，而促进导向型个体在两种条件下均未表现出差异。此外，框架设定与监管重点对捐赠意愿的交互作用由捐赠组织的感知真实性介导。本研究对有效的企业社会责任活动具有若干学术和实践意义。
