Shepelenko Anna, Shepelenko Pavel, Obukhova Anastasia, Kosonogov Vladimir, Shestakova Anna
Institute for Cognitive Neuroscience, HSE University, Moscow, Russia.
Independent Researcher, Moscow, Russia.
Heliyon. 2023 Dec 15;10(2):e23728. doi: 10.1016/j.heliyon.2023.e23728. eCollection 2024 Jan 30.
This study investigated the relationship between emotional states (valence, arousal, and six basic emotions) and donation size in pet charities, and it compared the effectiveness of affective computing and emotion self-report methods in assessing attractiveness. Using FaceReader software and self-report, we measured the emotional states of participants (N = 45) during the donation task. The results showed that sadness, happiness, and anger were significantly related to donation size. Sadness and anger increased donations, whereas happiness decreased them. Arousal was not significantly correlated with the willingness to donate. These results are supported by both methods, whereas the self-reported data regarding the association of surprise, fear, and disgust with donation size are inconclusive. Thus, unpleasant emotions increase donation size, and combining affective computing with self-reported data improves the prediction of the effectiveness of a charity appeal. This study contributes to the understanding of the relationship between emotions and charitable behavior toward pet charities and evaluates the effectiveness of marketing mix elements using affective computing. The limitations include the laboratory setting for this experiment and the lack of measurement of prolonged and repeated exposure to unpleasant charity appeals.
本研究调查了情绪状态（效价、唤醒度和六种基本情绪）与宠物慈善机构捐赠规模之间的关系，并比较了情感计算和情绪自我报告方法在评估吸引力方面的有效性。我们使用FaceReader软件和自我报告，测量了参与者（N = 45）在捐赠任务过程中的情绪状态。结果表明，悲伤、快乐和愤怒与捐赠规模显著相关。悲伤和愤怒会增加捐赠，而快乐则会减少捐赠。唤醒度与捐赠意愿没有显著相关性。两种方法都支持这些结果，而关于惊讶、恐惧和厌恶与捐赠规模之间关联的自我报告数据尚无定论。因此，不愉快的情绪会增加捐赠规模，将情感计算与自我报告数据相结合可提高对慈善呼吁效果的预测。本研究有助于理解情绪与针对宠物慈善机构的慈善行为之间的关系，并使用情感计算评估营销组合要素的有效性。局限性包括本实验的实验室环境以及缺乏对长期和反复接触不愉快慈善呼吁的测量。
