当前位置: X-MOL 学术Marketing Letters › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Effects of negative social information on the willingness to support charities: the moderating role of regulatory focus
Marketing Letters ( IF 3.426 ) Pub Date : 2020-09-09 , DOI: 10.1007/s11002-020-09540-w
Nhat Quang Le , Magne Supphellen , Richard P. Bagozzi

Donation campaigns that have an unsuccessful start often trigger negative social information in the social and mass media (e.g., “few others have donated so far”). Little research exists to shed light on the effects of such information in the context of donations. Across three studies involving different causes and different channels of communication, we find harmful effects of negative social information on the willingness to donate among prevention-focused consumers but tendencies of positive effects for consumers with a promotion focus. We identify response efficacy as a mediator of the harmful effect for prevention-focused consumers. This finding suggests that social proof theory is not sufficient to explain the harmful effect of negative social information. Alternative mediators are tested and rejected. The findings imply that an effective strategy to avoid harmful effects of negative social information is to trigger a promotion focus in target group members and communicate facts about charity effectiveness.



中文翻译:

负面的社会信息对支持慈善机构的意愿的影响:监管重点的调节作用

起步不成功的捐赠运动通常会在社交和大众媒体上引发负面的社会信息(例如,“到目前为止,几乎没有其他人捐赠过”)。很少有研究能够揭示捐赠背景下此类信息的影响。在涉及不同原因和不同沟通渠道的三项研究中,我们发现负面的社会信息对以预防为主的消费者捐赠意愿的有害影响,但对于以促销为重点的消费者而言则具有积极影响的趋势。我们确定反应功效作为以预防为主的消费者有害影响的调解人。这一发现表明,社会证明理论不足以解释负面社会信息的有害影响。替代调解人经过测试并被拒绝。研究结果表明,避免负面信息负面影响的有效策略是引发关注目标群体成员的晋升,并传达有关慈善有效性的事实。

更新日期:2020-09-09
down
wechat
bug