A Study On The Influence Of Charity Ad Emotional Appeal And Goal Framing Effect On The Intention Of Donation

Charitable donation behavior as a typical altruistic behavior,the rapid development of social economy brought about by the interpersonal trust crisis,interpersonal indifference phenomenon has an important role in improving.The decision to make donations is influenced by many factors.Among them,public service advertisements have unique advantages such as nonprofit,conceptuality and broadness,which can not be neglected in spreading the concept of good people,exposing social problems and improving the moral quality of citizens.Since 1986,public service ads into China,many scholars have carried out research,mainly in journalism,sociology and other aspects of qualitative theoretical research.Therefore,from the psychological point of view,attention to public service advertising appeal,the target framework effect and self-efficacy on the impact of donor behavior is very meaningful.In this study,three studies were used to validate the hypothesis.Through the design of single factor subjects,the influence of positive and negative emotions on the intention of donor behavior was discussed.Two studies were conducted through 2 × 2 subjects.The impact of negative emotions and self-efficacy on the intention of donor behavior,the study of three through the 2 × 2 experimental experimental design,to explore the plane public service ad text characterization of the target frame effect and self-efficacy on the intention of the impact of donor behavior The The main conclusions of this study are as follows:(1)Compared with the positive emotional appeal,the negative emotions appeal to the audience have more contributions to the intention.(2)the intention of donor behavior there is gender differences between men and women,girls have more contributions to the intention.(3)High and low self-efficacy The significant difference in the intention of donor behavior under high negative or negative conditions was that the self-efficacy subjects had higher contributions than low self-efficacy subjects.(4)The target frame effect has a significant effect on the intention of the donor.(5)The high self-efficacy audience has significant difference in the target frame effect,and the high self-efficacy audience under the benefit frame has more donation intention than the audience under the loss frame effect.(6)Under the condition of obtaining the framework,there is a significant difference in the intention of the self-efficacy and the self-efficacy,and the self-efficacy has more contributions.