Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/150243
|
| Title: | 探討廣告中的情感價性與同情消減對捐款給戰爭受害者意願之影響
Exploring the Impact of Emotional Valence in Advertisements and Compassion Fade on Donations Intention for War Victims |
| Authors: | 潘愛琳
Paniuta, Alina |
| Contributors: | 韓義興
Han, Paul
潘愛琳
Alina Paniuta |
| Keywords: | 慈善廣告
情感訴求
希望
同情衰減
烏克蘭戰爭
Charitable Advertising
Emotional Appeals
Hope
Compassion Fade
Ukrainian War |
| Date: | 2024 |
| Issue Date: | 2024-03-01 14:06:24 (UTC+8) |
| Abstract: | 在二十一世紀最大的烏克蘭戰爭背景下，本研究旨在探討能激勵個人捐贈給戰爭受害者的信息策略。先前的研究已經探討了慈善廣告中正面和負面呼籲的有效性。一些研究表明，喚起悲傷和憤怒等情緒的負面呼籲可能在激勵捐款方面更為有效。然而，先前研究的混合發現以及現代媒體環境的演變，特別是在過去十年非營利通信的節奏和形式發生劇烈變化的背景下，需要更仔細的檢查。此外，同情衰減現象，即幫助意願與受害者數量之間的負相關，為理解捐贈者行為增加了一層複雜性。在這項研究中，提出負面框架的呼籲將引發更有利的捐贈態度。預期不同情感價值，包括悲傷、憤怒、同情、希望和自豪，將在此過程中扮演中介角色。
與最初的假設相反，結果顯示正面框架在培養有利態度和捐贈意圖方面更為有效。這項研究特別著重於希望的角色，這是一種被發現能夠調解這一關係的情緒。另一個值得注意的發現，即由於感知需求和受害者的可識別性而受影響的捐款金額的差異，為理解同情衰減現象增加了新的維度。該研究為慈善組織提供了寶貴的建議，強調了正面信息和仔細考慮情感呼籲的重要性，以有效地吸引捐贈者並支持戰爭受害者。
In the context of the largest war of the twenty-first century in Ukraine, current research seeks to investigate the messaging strategies that will inspire individuals to donate to war victims. Prior research has explored the effectiveness of positive and negative appeals in charitable advertising. Some studies suggest that negative appeals, invoking emotions such as sadness and anger, may be more effective in motivating donations. However, the mixed findings of previous studies and the evolving modern media environment necessitate a closer examination, especially given the drastic changes in the pace and forms of non-profit communications over the past decade. Furthermore, the phenomenon of compassion fade, defined as the negative correlation between the willingness to help and the number of victims, adds a layer of complexity to understanding donor behavior. In this study, it was proposed that negatively framed appeals would elicit more favorable attitudes toward donation. Emotions of different valences, including sadness, anger, compassion, hope, and pride, were expected to play mediating roles in this process.
Contrary to the initial hypothesis, the results revealed that positive framing was more effective in fostering favorable attitudes and donation intentions. This study specifically addresses the role of hope, an emotion found to mediate this relationship. Another notable finding, the difference in donation amounts influenced by perceived need and victim’s identifiability, adds a new dimension to the understanding of the compassion fade phenomenon. The study provides valuable recommendations for charitable organizations, emphasizing the importance of positive messaging and the careful consideration of emotional appeals to effectively engage donors and support war victims. |
| Reference: | References
Antonetti, P., & Maklan, S. (2014). Exploring post-consumption guilt and pride in the context of Sustainability. Psychology & Marketing, 31(9), 717–735. https://doi.org/10.1002/mar.20730
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behavior: A Meta-Analytic Review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939
Bartlett, M. Y., & DeSteno, D. (2006). Gratitude and prosocial behavior. Psychological Science, 17(4), 319–325. https://doi.org/10.1111/j.1467-9280.2006.01705.x
Brennan, L., & Binney, W. (2010). Fear, guilt, and shame appeals in social marketing. Journal of Business Research, 63(2), 140–146. https://doi.org/10.1016/j.jbusres.2009.02.006
Burt, C. D., & Strongman, K. (2005). Use of images in charity advertising: Improving donations and compliance rates. International Journal of Organisational Behaviour, 8(8), 571-580. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=3c8ebe6d99cd5a906d4b0fecd24a2c73edb8cd09
Butts, M. M., Lunt, D. C., Freling, T. L., & Gabriel, A. S. (2019). Helping one or helping many? A theoretical integration and meta-analytic review of the compassion fade literature. Organizational Behavior and Human Decision Processes, 151, 16–33. https://doi.org/10.1016/j.obhdp.2018.12.006
Cameron, C. D., & Payne, B. K. (2011). Escaping affect: How motivated emotion regulation creates insensitivity to mass suffering. Journal of Personality and Social Psychology, 100(1), 1–15. https://doi.org/10.1037/a0021643
Cao, X. (2015). Framing charitable appeals: The effect of message framing and perceived susceptibility to the negative consequences of inaction on donation intention. International Journal of Nonprofit and Voluntary Sector Marketing, 21(1), 3–12. https://doi.org/10.1002/nvsm.1536
Cavanaugh, L. A., Bettman, J. R., & Luce, M. F. (2015). Feeling love and doing more for distant others: Specific positive emotions differentially affect prosocial consumption. Journal of Marketing Research, 52(5), 657–673. https://doi.org/10.1509/jmr.10.0219
Chadwick, A. E. (2015). Toward a theory of persuasive hope: Effects of cognitive appraisals, hope appeals, and hope in the context of climate change. Health communication, 30(6), 598-611. https://doi.org/10.1080/10410236.2014.916777
Chang, C.-T., & Lee, Y.-K. (2009). Framing charity advertising: Influences of message framing, image valence, and temporal framing on a charitable appeal1. Journal of Applied Social Psychology, 39(12), 2910–2935. https://doi.org/10.1111/j.1559-1816.2009.00555.x
Choi, J. (David), Rangan, P., & Singh, S. N. (2016). Do cold images cause cold-heartedness? the impact of visual stimuli on the effectiveness of negative emotional charity appeals. Journal of Advertising, 45(4), 417–426. https://doi.org/10.1080/00913367.2016.1185982
Chou, E. Y., & Murnighan, J. K. (2013). Life or death decisions: Framing the call for help. PloS one, 8(3), https://doi.org/10.1371/journal.pone.0057351
Coughlan, R., & Connolly, T. (2001). Predicting affective responses to unexpected outcomes. Organizational Behavior and Human Decision Processes, 85(2), 211–225. https://doi.org/10.1006/obhd.2000.2939
Decrop, A., & Derbaix, C. (2010). Pride in contemporary sport consumption: A marketing perspective. Journal of the Academy of Marketing Science, 38(5), 586–603. https://doi.org/10.1007/s11747-009-0167-8
DeSteno, D., Petty, R. E., Wegener, D. T., & Rucker, D. D. (2000). Beyond valence in the perception of likelihood: The role of emotion specificity. Journal of Personality and Social Psychology, 78(3), 397–416. https://doi.org/10.1037/0022-3514.78.3.397
Dunn, E. W., & Ashton-James, C. (2008). On emotional innumeracy: Predicted and actual affective responses to grand-scale tragedies. Journal of Experimental Social Psychology, 44(3), 692–698. https://doi.org/10.1016/j.jesp.2007.04.011
Enayati, A. (2013). How hope can help you heal. CNN. https://www.cnn.com/2013/04/11/health/hope-healing-enayati/index.html
Fisher, R. J., Vandenbosch, M., & Antia, K. D. (2008). An empathy-helping perspective on consumers’ responses to fund-raising appeals. Journal of Consumer Research, 35(3), 519–531. https://doi.org/10.1086/586909
Fredrickson, B. L. (2001). The role of Positive Emotions in Positive Psychology: The Broaden-and-build theory of positive emotions. American Psychologist, 56(3), 218–226. https://doi.org/10.1037/0003-066x.56.3.218
Fredrickson, B. L. (2013). Positive emotions broaden and build. Advances in Experimental Social Psychology, 1–53. https://doi.org/10.1016/b978-0-12-407236-7.00001-2
Genevsky, A., Västfjäll, D., Slovic, P., & Knutson, B. (2013). Neural underpinnings of the identifiable victim effect: Affect shifts preferences for giving. The Journal of Neuroscience, 33(43), 17188-17196. https://doi.org/10.1523/JNEUROSCI.2348-13.2013
Gifford, R. (2011). The dragons of inaction: Psychological barriers that limit climate change mitigation and adaptation. American Psychologist, 66(4), 290–302. https://doi.org/10.1037/a0023566
Gilbert, D. T. (2006). Stumbling on happiness. New York, A.A. Knopf.
Giving USA. (2021). (rep.). 2021 Annual Report. Retrieved 2023, from https://store.givingusa.org/products/2021-annual-report?variant=39329211613263.
Goetz, J. L., Keltner, D., & Simon-Thomas, E. (2010). Compassion: An evolutionary analysis and empirical review. Psychological Bulletin, 136(3), 351–374. https://doi.org/10.1037/a0018807
Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional Contagion. https://doi.org/10.1017/cbo9781139174138
Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. The Guilford Press.
Homer, P. M. (2021). When sadness and hope work to motivate charitable giving. Journal of Business Research, 133, 420–431. https://doi.org/10.1016/j.jbusres.2021.05.018
JENNI, K., & LOEWENSTEIN, G. (1997). Explaining the identifiable victim effect. Journal of Risk and Uncertainty, 14(3), 235–257. https://doi.org/10.1023/a:1007740225484
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263. https://doi.org/10.2307/1914185
Kandrack, R., & Lundberg, G. (2014). On the influence of emotion on decision making: The case of charitable giving. Human-Centric Decision-Making Models for Social Sciences, 57–73. https://doi.org/10.1007/978-3-642-39307-5_3
Kazdin, A. E. (2000). Encyclopedia of Psychology, Vol. 8. https://doi.org/10.1037/10523-000
Keltner, D., Ellsworth, P. C., & Edwards, K. (1993). Beyond simple pessimism: Effects of sadness and anger on social perception. Journal of Personality and Social Psychology, 64(5), 740–752. https://doi.org/10.1037/0022-3514.64.5.740
Keltner, D., Oatley, K., & Jenkins, J. M. (2014). Understanding emotions (p. 520). Hoboken, NJ: Wiley.
Keltner, D., & Lerner, J. S. (2010). Emotion. Handbook of Social Psychology. https://doi.org/10.1002/9780470561119.socpsy001009
Kemp, E., Bui, M., Krishen, A., Homer, P. M., & LaTour, M. S. (2017). Understanding the power of hope and empathy in Healthcare Marketing. Journal of Consumer Marketing, 34(2), 85–95. https://doi.org/10.1108/jcm-04-2016-1765
Kemp, E., Kennett-Hensel, P. A., & Kees, J. (2013). Pulling on the heartstrings: Examining the effects of emotions and gender in persuasive appeals. Journal of Advertising, 42(1), 69–79. https://doi.org/10.1080/00913367.2012.749084
Kogut, T., & Ritov, I. (2005). The singularity effect of identified victims in separate and joint evaluations. Organizational Behavior and Human Decision Processes, 97(2), 106–116. https://doi.org/10.1016/j.obhdp.2005.02.003
Konrath, S., & Handy, F. (2017). The development and validation of the motives to donate scale. Nonprofit and Voluntary Sector Quarterly, 47(2), 347–375. https://doi.org/10.1177/0899764017744894
Lauth, I. (2015). A brief history of charitable giving [infographic]. A Brief History of Charitable Giving [INFOGRAPHIC]. https://blog.winspireme.com/a-brief-history-of-charitable-giving-infographic
Lazarus, R. S. (1991). Emotion and Adaptation. https://doi.org/10.1093/oso/9780195069945.001.0001
Lazarus, R. S. (2006). Emotions and interpersonal relationships: Toward a person-centered conceptualization of emotions and coping. Journal of Personality, 74(1), 9–46. https://doi.org/10.1111/j.1467-6494.2005.00368.x
Lerner, J. S., & Keltner, D. (2000). Beyond valence: Toward a model of emotion-specific influences on judgement and choice. Cognition & Emotion, 14(4), 473–493. https://doi.org/10.1080/026999300402763
Lerner, J. S., & Keltner, D. (2001). Fear, anger, and risk. Journal of Personality and Social Psychology, 81(1), 146–159. https://doi.org/10.1037/0022-3514.81.1.146
Loewenstein, G. F., Weber, E. U., Hsee, C. K., & Welch, N. (2001). Risk as feelings. Psychological Bulletin, 127(2), 267–286. https://doi.org/10.1037/0033-2909.127.2.267
Lopez, S. J. (Ed.). (2011). The encyclopedia of positive psychology. John Wiley & Sons.
MacInnis, D. J., & de Mello, G. E. (2005). The concept of hope and its relevance to Product Evaluation and choice. Journal of Marketing, 69(1), 1–14. https://doi.org/10.1509/jmkg.69.1.1.55513
Markowitz, E. M., Slovic, P., Västfjäll, D., & Hodges, S. D. (2013). Compassion fade and the challenge of environmental conservation. Judgment and Decision Making, 8(4), 397–406. https://doi.org/10.1017/s193029750000526x
Mellers, B. A. (2000). Choice and the relative pleasure of consequences. Psychological Bulletin, 126(6), 910–924. https://doi.org/10.1037/0033-2909.126.6.910
Peter, P. C., & Honea, H. (2012). Targeting social messages with emotions of change: The call for optimism. Journal of Public Policy & Marketing, 31(2), 269–283. https://doi.org/10.1509/jppm.11.098
Ranganathan, S. K., & Henley, W. H. (2008). Determinants of charitable donation intentions: A structural equation model. International Journal of Nonprofit and Voluntary Sector Marketing, 13(1), 1–11. https://doi.org/10.1002/nvsm.297
Reinhart, A. M., Marshall, H. M., Feeley, T. H., & Tutzauer, F. (2007). The persuasive effects of message framing in organ donation: The mediating role of psychological reactance. Communication Monographs, 74(2), 229–255. https://doi.org/10.1080/03637750701397098
Rozin, P., & Royzman, E. B. (2001). Negativity bias, negativity dominance, and contagion. Personality and Social Psychology Review, 5(4), 296–320. https://doi.org/10.1207/s15327957pspr0504_2
Saslow, L. R., Willer, R., Feinberg, M., Piff, P. K., Clark, K., Keltner, D., & Saturn, S. R. (2012). My brother’s keeper? Social Psychological and Personality Science, 4(1), 31–38. https://doi.org/10.1177/1948550612444137
Septianto, F., & Chiew, T. M. (2018). The effects of different, discrete positive emotions on electronic word-of-mouth. Journal of Retailing and Consumer Services, 44, 1–10. https://doi.org/10.1016/j.jretconser.2018.05.006
Septianto, F., & Soegianto, B. (2017). Being moral and doing good to others. Marketing Intelligence & Planning, 35(2), 180–191. https://doi.org/10.1108/mip-06-2016-0093
Septianto, F., & Tjiptono, F. (2019). The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising. Journal of Retailing and Consumer Services, 50, 189–198. https://doi.org/10.1016/j.jretconser.2019.05.013
Septianto, F., Kemper, J. A., & Chiew, T. M. (2020). The interactive effects of emotions and numerical information in increasing consumer support to conservation efforts. Journal of Business Research, 110, 445–455. https://doi.org/10.1016/j.jbusres.2020.02.021
Slovic, P. (2007). “if I look at the mass I will never act”: Psychic Numbing and genocide. Judgment and Decision Making, 2(2), 79–95. https://doi.org/10.1017/s1930297500000061
Small, D. A., & Simonsohn, U. (2008). Friends of victims: Personal experience and prosocial behavior. Journal of Consumer Research, 35(3), 532–542. https://doi.org/10.1086/527268
Small, D. A., & Verrochi, N. M. (2009). The face of need: Facial emotion expression on charity advertisements. Journal of Marketing Research, 46(6), 777–787. https://doi.org/10.1509/jmkr.46.6.777
Small, D. A., Loewenstein, G., & Slovic, P. (2007). Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims. Organizational Behavior and Human Decision Processes, 102(2), 143–153. https://doi.org/10.1016/j.obhdp.2006.01.005
Smith, J. R., & McSweeney, A. (2007). Charitable giving: The effectiveness of a revised theory of planned behaviour model in predicting donating intentions and behaviour. Journal of Community & Applied Social Psychology, 17(5), 363–386. https://doi.org/10.1002/casp.906
Smith, R. W., Faro, D., & Burson, K. A. (2013). More for the many: The influence of entitativity on charitable giving. Journal of Consumer Research, 39(5), 961–976. https://doi.org/10.1086/666470
Snyder, C. R., Harris, C., Anderson, J. R., Holleran, S. A., Irving, L. M., Sigmon, S. T., Yoshinobu, L., Gibb, J., Langelle, C., & Harney, P. (1991). The will and the ways: Development and validation of an individual-differences measure of hope. Journal of Personality and Social Psychology, 60(4), 570–585. https://doi.org/10.1037/0022-3514.60.4.570
Soscia, I. (2007). Gratitude, delight, or guilt: The role of consumers’ emotions in predicting postconsumption behaviors. Psychology & Marketing, 24(10), 871–894. https://doi.org/10.1002/mar.20188
Spraggon, M., & Bodolica, V. (2015). Trust, authentic pride, and moral reasoning: A unified framework of relational governance and emotional self-regulation. Business Ethics: A European Review, 24(3), 297–314. https://doi.org/10.1111/beer.12086
Stellar, J. E., Gordon, A. M., Piff, P. K., Cordaro, D., Anderson, C. L., Bai, Y., Maruskin, L. A., & Keltner, D. (2017). Self-transcendent emotions and their social functions: Compassion, gratitude, and awe bind us to others through prosociality. Emotion Review, 9(3), 200–207. https://doi.org/10.1177/1754073916684557
Sudhir, K., Roy, S., & Cherian, M. (2016). Do sympathy biases induce charitable giving? the effects of advertising content. Marketing Science, 35(6), 849–869. https://doi.org/10.1287/mksc.2016.0989
Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracín, D. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. Psychological Bulletin, 141(6), 1178–1204. https://doi.org/10.1037/a0039729
Tracy, J. L., & Robins, R. W. (2007). Emerging insights into the nature and function of pride. Current Directions in Psychological Science, 16(3), 147–150. https://doi.org/10.1111/j.1467-8721.2007.00493.x
van Doorn, J., Zeelenberg, M., & Breugelmans, S. M. (2017). The impact of anger on donations to victims. International Review of Victimology, 23(3), 303–312. https://doi.org/10.1177/0269758017710819
Västfjäll, D., Peters, E., & Slovic, P. (2012). Compassion fatigue: Donations and affect are greatest for a single child in need. White paper, Decision Research.
Västfjäll, D., Peters, E., & Slovic, P. (2014). Cognition and emotion in judgment and decision making. In M. P. Zanna & J. M. Olson (Eds.), Advances in Experimental Social Psychology (Vol. 49, pp. 53-85). Academic Press. https://doi.org/10.1016/B978-0-12-800052-6.00002-1
Vitaglione, G. D., & Barnett, M. A. (2003). Assessing a new dimension of empathy: Empathic anger as a predictor of helping and punishing desires. Motivation and Emotion, 27, 301-325. https://doi.org/10.1023/A:1026231622102
Volkman, J. E., & Parrott, R. L. (2012). Expressing emotions as evidence in osteoporosis narratives: Effects on message processing and intentions. Human Communication Research, 38(4), 429–458. https://doi.org/10.1111/j.1468-2958.2012.01433.x
Webb, D. J., Green, C. L., & Brashear, T. G. (2000). Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations. Journal of the Academy of Marketing Science, 28(2), 299–309. https://doi.org/10.1177/0092070300282010
Williams, L. A., & DeSteno, D. (2008). Pride and perseverance: The motivational role of pride. Journal of Personality and Social Psychology, 94(6), 1007–1017. https://doi.org/10.1037/0022-3514.94.6.1007 |
| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
111461013 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111461013 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 101301.pdf | | 6072Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
