The Impacts Of Temporal Framing On Donation Intention

Whether the statistical presentation of donation information will have an impact on donation intention is discussed in this paper.Between the combination of every day framing with low numerical value and the combination of every year framing with high numerical value,which can trigger individual donation behavior? Construal level theory holds that short-term temporal frame make the event seem more proximal.Based on base-rate neglect theory,people underutilize relative information and overutilize other salient information.The application of these two theories results in opposite conclusion.Research indicates that construal level theory is the mechanism of temporal framing effect on donation intention.In every day framing,individuals' perceived proximity increased,resulting in higher willingness to donate.Moreover,this effect is mainly significant on people with low consideration of future consequences.The focus towards information also has a moderating effect.Individuals who pay more attention to time have stronger willingness to donate in every day framing,and those who pay more attention to numerical information are more willing to donate in every year framing.The research solves the theoretical contradiction of framing effect with both time and numerical information,and provides enlightening and practical approach for charity to improve fundraising strategy.In this paper,the concept of time framing is introduced into the field of charitable donation.What's more,corresponding numerical information is added after the time framing.In practice,this study provides enlightening and practical approach for charity to improve fundraising strategy.The interaction of the two types of information is a more common form of expression in real life.Therefore,this study has significant theoretical and applied value.