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首页> 外文期刊>Journal of Business Research >A regulatory-focused perspective on philanthropy: Promotion focus motivates giving to prevention-framed causes
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A regulatory-focused perspective on philanthropy: Promotion focus motivates giving to prevention-framed causes

机译：以法规为重点的慈善事业观点：以推广为重点的动机在于给予预防框架的原因

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This research employs the framework of regulatory focus theory to examine effectiveness of donation appeals using managerially controllable variables, with results demonstrating objective and implementable outcomes. The results indicate that while individuals' promotion (vs. prevention) focus motivates philanthropic giving, it is prevention-framed (vs. promotion-framed) causes and appeals that gamer greater support from donors. Moreover, we demonstrate that individuals' promotion focus motivates giving to prevention-framed causes more than to promotion-framed causes. This counter-intuitive finding that persuasion of philanthropy does not function through a traditional regulatory-fit paradigm is an insight with both theoretical and managerial implications. This research leads to the recommendation that to enhance the effectiveness of donation appeals, nonprofit managers need to consider message framing, specifically the use of a prevention-framed appeal and a target market of prospective donors with a chronically dominant or situationally activated promotion focus.
机译：这项研究采用监管重点理论框架，使用可管理的可控制变量来检验捐赠呼吁的有效性，其结果表明了客观和可实施的结果。结果表明，尽管个人促进（相对于预防）的关注会激发慈善捐赠，但预防（相对于促进）的原因并吸引了游戏玩家更多的捐助者支持。此外，我们证明了个人的晋升重点比预防晋升的原因更能给予预防框架的原因。这种反直觉的发现，即对慈善事业的说服不能通过传统的监管适应范式发挥作用，这是一种具有理论和管理意义的见解。这项研究得出的建议是，要提高捐赠呼吁的有效性，非营利组织的管理者需要考虑信息框架，特别是使用预防框架的呼吁以及以长期占主导地位或在特定情况下激活促进重点的潜在捐助者的目标市场。

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