唐范（学）、侯俊东：Show me the outputs! The influence of charitable outputs and charitable cause phrasing on charitable giving.

发布人：陈永佳发布时间：2025-06-20 点击次数：

我校正妹av 侯俊东老师在T2级别期刊——《Psychology & Marketing》上发表题为“Show me the outputs! The influence of charitable outputs and charitable cause phrasing on charitable giving”。论文作者侯俊东为正妹av 教授、博士生导师。

Abstract / 摘要：

Charitable outputs, the immediate effects of charitable organization services, are among the most vital messages for encouraging rational giving, and different outputs should thus affect fundraising effectiveness. However, this topic has received relatively little attention from scholars. Fundraising practice includes two types of charitable outputs—goods‐oriented and services‐oriented, raising the question of how charitable organizations should use these two types of charitable outputs to increase donor support. The findings of four main experimental studies show that the fit of the types of charitable outputs and charitable cause phrasing can promote charitable giving. Specifically, goods‐oriented (vs. services‐oriented) charitable outputs have a better facilitating effect when charitable cause phrasing is concrete (vs. abstract). We also find evidence for the mediating role of ability perception and effort perception in this effect of fit, reflecting different formative pathways that influence individuals' giving. Our research proposes a categorization perspective of charitable outputs and provides managerial guidance for designing fundraising messages.

论文信息;

Title/题目:

Show me the outputs! The influence of charitable outputs and charitable cause phrasing on charitable giving

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