Emotions and Framing effect Influence Monetary Donations Decision making: An Experimental Research

Jun ZHOU

Journal of Psychological Science ›› 2012, Vol. 35 ›› Issue (4) : 951-956.

Journal of Psychological Science ›› 2012, Vol. 35 ›› Issue (4) : 951-956.

Emotions and Framing effect Influence Monetary Donations Decision making: An Experimental Research

  • Jun ZHOU2
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Abstract

Monetary donation is a typical behavior of human’s altruism. Individual monetary donation behaviors are determinated by extrinsic variables such as demographic characters, family income condition, religious belief etc. and intrinsic variables such as donation incentives, social responsibility sense, familiarity to charity organizations etc. This study’s purposes are to examine the impact of specific emotions and framing effect on individual monetary donation decision making. A 3×2 between-subjects design crossed an emotion manipulation(neutral, happiness, and sadness)with a framing effect manipulation(survival frame and mortality frame) and one hundred eighty-six participants were assigned to six experimental conditions.The current results suggest that emotions can have dramatic effects on monetary donation decision making, even when they arise from a prior, irrelevant, situation. Sadness can arouse donators’ willing to donate money, and happiness can curb donators’ willing. The results also suggest that framing effect can have significant effects on monetary donation decision making. Emphasizing on mortality frame can arouse donators’ willing to donate while emphasizing on survival frame can curb donators’ willing to donate. Besides advancing theories of emotion and framing effect and donation decision making,these results have practical implications. In sum, the present fndings highlight both the powerful effects that emotion and framing effect can play in donation decision making and the need for research on the mechanisms driving such effects.

Key words

Emotion / Framing effect / Monetary donation / Decision making / Experiment

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Jun ZHOU. Emotions and Framing effect Influence Monetary Donations Decision making: An Experimental Research[J]. Journal of Psychological Science. 2012, 35(4): 951-956

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