Abstract

We investigate the interactive effect of donors’ self-construal and frame of a persuasive message (emphasizing statistical or identifiable victims affected by COVID-19) on donation intent. Three studies featuring 1,104 participants document a positive effect of the identifiable victim (vs. statistical victims) frame on donation intent, but only for interdependent respondents and not for independent ones (study 1). This conditional positive effect of the identifiable victim frame is due to interdependents’ heightened holistic thinking style (studies 2 and 3). Findings have public significance for addressing COVID-related economic challenges. The paper concludes with theoretical contributions, practical implications, and ideas for future research.

摘要

我们调查了捐赠者的自我建构和有说服力的信息框架（强调受 COVID-19 影响的统计或可识别的受害者）对捐赠意图的交互影响。三项涉及 1,104 名参与者的研究记录了可识别受害者（与统计受害者）框架对捐赠意向的积极影响，但仅针对相互依赖的受访者而非独立受访者（研究 1）。可识别受害者框架的这种有条件的积极影响是由于相互依存者的高度整体思维方式（研究 2 和 3）。调查结果对于解决与 COVID 相关的经济挑战具有公共意义。论文总结了理论贡献、实践意义和对未来研究的想法。