摘要
基于框架效应和共情–助人行为假说,以82名大学生为被试,通过实验探讨了网络募捐中求助者的面部表情对捐助意愿的影响,并考察了目标框架的调节作用以及共情的中介作用。结果表明:目标框架调节了求助者的面部表情对捐助者的共情和捐助意愿的影响。在积极框架下,消极面部表情对捐助者的共情和捐助意愿的积极影响显著高于积极面部表情;而在消极框架下,两种面部表情对捐助者的共情和捐助意愿的影响均无显著差异。研究还发现了有中介的调节作用模型,共情在求助者的面部表情对捐助意愿的影响中发挥中介作用,而目标框架是有中介的调节变量。
Building on the framing effect and empathy-helping hypothesis,the present study constructed a mediated moderation model to examine whether and how facial emotion expression and goal framing would affect sympathy and online charity donation.The experiment employed a 2(facial emotion expression:happy/painful)×2(goal framing:positive/negative)between-subjects design.Results of ANOVAs showed that there were main effects for facial emotion expression and for goal framing on both empathy and online charity donation,and there was also a significant interaction between facial emotion expression and goal framing for both dependent variables.The results also revealed a mediated moderation,in which goal framing moderated the relationship between facial emotion expression and online charity donation,and this moderation effect was mediated by empathy.In conclusion,the present study introduces two critical features of online charity advertisements:facial emotion expression on images of victims and goal framing.One practical implication of the present study is that the online charity advertisements designers should pay attention to the importance of subtle emotional cues and goal framing which can sway sympathy and giving.
作者
衡书鹏
赵换方
熊建萍
周宗奎
HENG Shupeng;ZHAO Huanfang;XIONG Jianping;ZHOU Zongkui(Faculty of Education,Henan Normal University,Xinxiang 453007;Key Laboratory of Adolescent Cyberpsychology and Behavior,Ministry of Education,School of Psychology,Central China Normal University,Wuhan 430079)
出处
《心理与行为研究》
CSSCI
北大核心
2020年第1期92-99,共8页
Studies of Psychology and Behavior
基金
教育部人文社会科学研究项目(19YJC190009)
河南省社科规划项目(2019BJY010)
河南师范大学博士科研启动费支持项目(QD18037)
河南省教育厅人文社科项目(ZDJH-153)
河南省教育科学“十三五”规划课题(JKGHYB-0044)
国家社科基金重大攻关项目(11&ZD151)。
关键词
网络募捐
面部表情
目标框架
共情
捐助意愿
online charitable donation
facial emotion expression
goal framing
empathy
donation intention
