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The effect of political ideology and message frame on donation intent during the COVTD-19 pandemic

机译：政治意识形态与信息框架对Covtd-19大流行期间捐赠意图的影响

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摘要

We investigate COVID-19 related consumers' donation intent predicated on their political ideology and the message frame - one emphasising the statistical number of affected victims, and the other focusing on a specifically identified victim. Across three studies, we find that the impact of the message frame depends on consumers' political ideology. Politically conservative consumers respond to the identifiable victim (vs. statistical victims) frame more favorably while politically liberal consumers are indifferent across the two frames (Studies 1 and 2). We further find that this conditional positive effect of identifiable victim frame for conservative consumers is mediated by consumers' state anxiety evoked by the message frame (Study 3). This paper concludes with contributions to theory, implications for practice, and directions for future inquiries.
机译：我们调查Covid-19相关的消费者捐赠意图预测其政治意识形态和信息框架 - 一个强调受影响受害者的统计数量，另一个关注专门确定的受害者。在三项研究中，我们发现信息框架的影响取决于消费者的政治意识形态。政治保守的消费者更有利地回应可识别的受害者（与统计受害者）框架，而政治自由消费者在这两个框架中无动于衷（第1和第2款）。我们进一步发现，可识别受害者为保守消费者的识别受害者框架的这种条件积极效应由消息框架引起的消费者态度介导（研究3）。本文缔结了对理论的贡献，对实践的影响以及未来查询的指示。

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