How Consumers React to Charity Requests for Time and Money

消費者如何回應慈善機構對時間與金錢的要求

10.6656/MR.202207_41(3).ENG015

陳明怡(Ming-Yi Chen)

Construal level theory ； Cold versus warm visual stimuli ； Resource request ； Prosocial behavior ； 構念層次理論 ； 冷暖視覺刺激 ； 資源要求 ； 親社會行為

管理評論

41卷3期（2022 / 07 / 01）

15 - 40

英文

Purpose - This research argues that visual stimuli with temperature cues will lead to different construal level mindsets, which in turn influence the persuasive effectiveness of prosocial behavior. Design/methodology/approach - Study 1A utilized a simple one-factor (visual stimuli: warmth versus coldness) design, through the use of a video. Study 1B manipulated the visual stimuli with print images, and tested the path of these stimuli and the prosocial behavior mediated by construal level mindsets. Study 2 considered the interaction effects of a visual stimulus, the message construal (i.e., why versus how), and resource requests (i.e., money versus time) on prosocial behavior, to replicate the findings from Study 1. Finally, Study 3 used nonprofit organization print advertisements as the manipulation material for cold and warm visual stimuli. Findings - Study 1A provided a preliminary demonstration of the link between visual stimuli with temperature cues and construal level mindsets, while Study 1B found that when people were exposed to a cold visual cue, this led to lower amounts of monetary donations as a result of their abstract mindsets. Study 2 revealed that when the message construal is abstract (concrete), a visual stimulus with a cold (warm) cue will lead to higher time contribution (monetary donations). Study 3 demonstrated that the concrete message alignment influence on preferred resource contribution type was mediated by construal level mindsets. Practical implications/Social implications - Our findings provide marketers of nonprofit organizations, who intend to appeal for monetary donations or time contribution, with a specific means of utilizing visual stimuli with temperature cues to increase the persuasive effectiveness of charity marketing campaigns. Originality/value - This research considers time resources in prosocial behavior, rather than being limited to the question of monetary donations. Moreover, there seems to be no research to directly link the physical feelings of warmth and coldness to construal level mindsets.

研究目的：本研究認為冷暖視覺刺激會導致不同構念層次，進而影響親社會行為的效果。研究設計／方法：實驗一A與B分別以影片與平面廣告操弄冷暖視覺刺激對構念層次與親社會行為的影響。實驗二採用調節程序的機制驗證中介。實驗三則將冷暖視覺刺激置入於非營利組織廣告中。研究結果：冷（暖）視覺刺激引發較多的抽象（具體）心智思維，進而影響人們更願意回應時間（金錢）要求。當訊息訴求與視覺刺激愈適配時，會引發較佳回應。理論／實務／社會意涵：非營利組織可視其募集資源類型為金錢或時間，搭配適合的冷暖視覺刺激可產生較佳效果。創見／價值：本研究創見為直接測試冷暖視覺刺激對構念層次的影響，並同時比較募集金錢或時間資源效果的差異。

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