Please wait a minute...
  本期目录 | 过刊浏览 | 高级检索 |
网络公益平台默认选项设置对个人捐赠意愿的影响及作用机制
樊亚凤,崔稳权,蒋晶
中国人民大学
The Default Effect of Donation Amount on Donation Intention
Yafeng , ,
Renmin University of China
全文: PDF(0 KB)  
输出: BibTeX | EndNote (RIS)      
摘要 本文探讨了在网络公益背景下金额默认选项对个人捐赠意愿的影响及其心理机制。通过三个实验,本文发现在网络公益平台中将默认选项设置为高金额会显著地减少个人的捐赠意愿,而感知被操纵在该影响过程中起到了中介作用。具体而言,当公益机构将默认选项的金额设置为高金额(vs. 低金额)时,人们的被操控感知增强,进而产生了默认回火效应,降低捐赠意愿。此外,个体道德认同水平在这一影响中发挥了调节作用。当个体道德认同水平较低时,高金额默认选项与低金额默认选项相比会降低其捐赠意愿,而对于道德认同水平较高的个体而言,他们的捐赠意愿在高/低金额默认选项时不存在显著差异。研究结论推进了默认效应在非经济选择领域的理论研究,同时对于当前快速发展的网络公益平台进行捐赠金额的选择集设置具有重要的实践意义。
服务
把本文推荐给朋友
加入引用管理器
E-mail Alert
RSS
作者相关文章
樊亚凤
崔稳权
蒋晶
关键词 默认选项感知被操纵捐赠意愿道德认同水平默认(回火)效应    
Abstract:In light of the choice set theory and the default effect, this study proposes that when donation amount is set as the default option, the degree of the default amount (high vs. low) negatively affects donation intention. As compared to a low-amount default option, when individuals face a high-amount default option, their donation intention becomes lower. Further, this study posits that the perceived inference of manipulation mediates the process of how the default option of donation amount affects donation intention. In addition, individuals’ moral identity moderates the aforementioned process. We conducted three experiments to test our hypotheses. Specifically, the first study employed a 2 group (default option: high vs. low amount) between-subjects design to test the main effect. In a college lab setting, subjects first read a call-for-donation message introducing a fictitious donation request (to build libraries) from a fictitious online charitable organization. Then subjects were presented with four options of the amount of money they may donate, with the default option set at ¥12 in the high-amount condition and ¥5 in the low-amount condition. Finally, their donation intention was measured by intention and actually donation behavior. Results show that the high-amount (vs. low-amount) default option leads to lower donation intention, confirming H1. Study 2 was to test the mediating role of the perceived inference of manipulation by conducting a 3 group (default option: high-amount vs. low-amount vs. no default option) between -subjects design. Study 2 recruited subjects from a large online research platform. The procedures were identical to experiment 1 except that the call-for-donation message was different. Finally, the perceived of inference of manipulation, donation intention, emotion, and reactance were measured respectively. Study 3 was to test the moderating role of moral identity by employing a 2 (default option: high-amount vs. low-amount) × 2 (moral identity: high vs. low) between-subjects design. Results indicate that when individuals are high in moral identity, the default option of amount elicits no different impact on donation intention. However, when individuals are low in moral identity, the high-amount (vs. the low-amount) default option leads to lower donation intention. Supporting our hypotheses, the high-amount (vs. the low-amount) default option leads to lower donation intention, with the perceived inference of manipulation playing the mediating role. Besides, moral identity moderates the relationship between the default option and donation intention. We point out that the default option of donation amount has triggered a backfire default effect instead of a default effect in a non-economic-choice setting. Findings have contributed to the area of (backfire) default effect, choice set theory, and donation. Managerial implications are also addressed.
Key wordsdefault option    the perceived inference of manipulation    donation intention    moral identity    (backfire) default effect
收稿日期: 2017-07-19      出版日期: 2018-05-18
基金资助:品牌计划基础研究项目;中国人民大学2016年度拔尖创新人才培育资助计划
通讯作者: 蒋晶   
引用本文:   
樊亚凤 崔稳权 蒋晶. 网络公益平台默认选项设置对个人捐赠意愿的影响及作用机制[J]. , .
Yafeng. The Default Effect of Donation Amount on Donation Intention. , , (): 0-0.
链接本文:  
http://journal.psych.ac.cn/xlxb/CN/      或      http://journal.psych.ac.cn/xlxb/CN/Y/V/I/0
[1] 黄元娜, 宋星云, 邵洋, 李纾, 梁竹苑. 以小拨大:默认选项和反应模式效应助推中国器官捐献登记[J]. 心理学报, 2018, 50(8): 868-879.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
版权所有 © 《心理学报》编辑部
本系统由北京玛格泰克科技发展有限公司设计开发  技术支持:support@magtech.com.cn