What Is Personal Donation

In recent years,individual charitable giving is in full development.This paper starts from the analysis of the phenomenon of "cleanliness" of public welfare,and explores in depth the face of different advertisements for individuals with different traits in different social situations from the perspective of individual traits,social context factors and advertising factors Differences in donation behavior when appealing.Study 1 explores the difference in donation behaviors of individuals with different characteristics and public consciousness in different situations,and includes two sub-experiments.Experiment 1a explores the interaction between trait-oriented public-conscious individuals and advertising requests on donation behavior in a private context;Experiment 1b explores the interaction between trait-oriented public-conscious individuals and advertising requests on donation behavior in an open context.Both experiments are 2(special public self-consciousness: high and low)× 2(appeal type: altruism,self-interest).The experimental design of the subject is dependent on the specific amount of the specific amount of the actual disposable amount in the specific donation situation.measuring.The results of the study show that,in an open context,individuals with high traits of public self-consciousness have higher donation amounts under altruistic claims,while individuals with low traits of public self-consciousness have higher donation amounts under self-interest demands.In private situations,the difference between the donations of the two types of individuals is not significant.Study 2 further explores the impact of situational public self-awareness and types of advertising requests on donation behavior in different social situations.The experiment uses 2(situation: public,private)× 2(situational public self-consciousness: activated,not activated)× 2(type of appeal: self-interest,altruism)Three-factor experiment design,the experimental results once again verified the conclusion of experiment one,proving that in an open situation,individuals who have initiated a situational public self-consciousness also tend to be charitable in altruism More donations are made under appeal,but individuals who have not activated the situational public self-consciousness tend to donate more under self-interest charitable appeals,which also confirms the consistency of the trait-oriented publicself-consciousness and the situational public self-consciousness.This research mainly draws the following conclusions:(1)The level of individual public self-consciousness will affect the donation amount.The higher the public self-consciousness,the higher the individual donation amount;the lower the public self-consciousness,the smaller the individual donation amount.(2)Different types of charitable appeals have different impacts on donations,and the amount of donations under egoistic appeals is higher than altruistic appeals.(3)The public / private social context affects the level of donation,and the level of donation in the public context is higher than that in the private context.(4)Situational public self-consciousness and characteristic public self-consciousness are consistent.In an open context,individuals with high public self-consciousness donate more in altruistic claims,while individuals with low public self-consciousness donate more in egoistic appeals.