Abstract The goal of this research is to understand the regulatory-fit effects of fundraising messages and the moderating role of image congruence. In Study 1, a content analysis was carried out to gauge the current practice of fundraising campaigns. Study 2 was an experiment to investigate regulatory-fit effects between regulatory-focused messages and individuals’ chronic regulatory foci. In addition, the moderating role of congruent or incongruent image with the message was examined. Findings confirmed regulatory-fit effects but also found that subjects, regardless of their chronic regulatory foci, reported the most favorable attitudes toward the nonprofit organization when exposed to the ad combining a promotion message with a prevention image. This suggests that an incongruent image, especially a prevention-focused image, might undermine the existing regulatory-fit effects. This result calls for more research efforts to understand how best to communicate fundraising needs to prospective donors.

中文翻译：

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筹款信息中监管适应与图像信息一致性的相互作用研究

摘要这项研究的目的是了解筹款信息的监管适应效果以及图像一致性的调节作用。在研究1中，进行了内容分析，以评估当前筹款活动的做法。研究2是一项实验，旨在研究以监管为重点的信息与个人的慢性监管焦点之间的监管适应效应。此外，还检查了图像一致或不一致的调节作用。研究结果证实了监管适应的效果，但也发现，无论其长期处于何种监管重点，受试者在接触带有促销信息和预防形象的广告时，都会对非营利组织表示最满意的态度。这表明图像不一致，尤其是预防为主的图像，可能会破坏现有的监管适应效应。这一结果要求进行更多的研究工作，以了解如何最好地与潜在捐助者沟通筹款需求。