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首页> 外文期刊>Journal of Business Research >Charitable organizations' storytelling influence on donors' emotions and intentions
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Charitable organizations' storytelling influence on donors' emotions and intentions

机译：慈善组织的讲故事对捐赠者的情感和意图产生影响

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摘要

The stories told by charitable organizations are typically designed to take the consumer through different emotional stages. This research probes the view that following exposure to the inciting incident or problem statement in the appeal for a particular charity, the consumer feels negative emotions. These feelings convert into anticipated positive emotions when the consumer is given the opportunity to help the person in need through a donation. Feedback that donors receive from the charitable organization will help to strengthen the emotional pay-off and enhances future donation intentions. The research utilizes an experimental design and data from 319 undergraduate students in a large U.S. university to confirm these hypotheses. Theoretical and managerial implications are then presented.
机译：慈善组织讲述的故事通常旨在引导消费者经历不同的情感阶段。这项研究探讨了一种观点，即在针对特定慈善机构的呼吁中暴露于煽动性事件或问题陈述之后，消费者会感到负面情绪。当消费者有机会通过捐赠来帮助有需要的人时，这些感觉会转化为预期的积极情绪。捐赠者从慈善组织收到的反馈将有助于加强情感回报，并增强未来的捐赠意图。这项研究利用了实验设计和来自美国一所大型大学的319名本科生的数据来证实这些假设。然后介绍了理论和管理意义。

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