政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/150243

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Title:	探討廣告中的情感價性與同情消減對捐款給戰爭受害者意願之影響 Exploring the Impact of Emotional Valence in Advertisements and Compassion Fade on Donations Intention for War Victims
Authors:	潘愛琳 Paniuta, Alina
Contributors:	韓義興 Han, Paul 潘愛琳 Alina Paniuta
Keywords:	慈善廣告情感訴求希望同情衰減烏克蘭戰爭 Charitable Advertising Emotional Appeals Hope Compassion Fade Ukrainian War
Date:	2024
Issue Date:	2024-03-01 14:06:24 (UTC+8)
Abstract:	在二十一世紀最大的烏克蘭戰爭背景下，本研究旨在探討能激勵個人捐贈給戰爭受害者的信息策略。先前的研究已經探討了慈善廣告中正面和負面呼籲的有效性。一些研究表明，喚起悲傷和憤怒等情緒的負面呼籲可能在激勵捐款方面更為有效。然而，先前研究的混合發現以及現代媒體環境的演變，特別是在過去十年非營利通信的節奏和形式發生劇烈變化的背景下，需要更仔細的檢查。此外，同情衰減現象，即幫助意願與受害者數量之間的負相關，為理解捐贈者行為增加了一層複雜性。在這項研究中，提出負面框架的呼籲將引發更有利的捐贈態度。預期不同情感價值，包括悲傷、憤怒、同情、希望和自豪，將在此過程中扮演中介角色。與最初的假設相反，結果顯示正面框架在培養有利態度和捐贈意圖方面更為有效。這項研究特別著重於希望的角色，這是一種被發現能夠調解這一關係的情緒。另一個值得注意的發現，即由於感知需求和受害者的可識別性而受影響的捐款金額的差異，為理解同情衰減現象增加了新的維度。該研究為慈善組織提供了寶貴的建議，強調了正面信息和仔細考慮情感呼籲的重要性，以有效地吸引捐贈者並支持戰爭受害者。 In the context of the largest war of the twenty-first century in Ukraine, current research seeks to investigate the messaging strategies that will inspire individuals to donate to war victims. Prior research has explored the effectiveness of positive and negative appeals in charitable advertising. Some studies suggest that negative appeals, invoking emotions such as sadness and anger, may be more effective in motivating donations. However, the mixed findings of previous studies and the evolving modern media environment necessitate a closer examination, especially given the drastic changes in the pace and forms of non-profit communications over the past decade. Furthermore, the phenomenon of compassion fade, defined as the negative correlation between the willingness to help and the number of victims, adds a layer of complexity to understanding donor behavior. In this study, it was proposed that negatively framed appeals would elicit more favorable attitudes toward donation. Emotions of different valences, including sadness, anger, compassion, hope, and pride, were expected to play mediating roles in this process. Contrary to the initial hypothesis, the results revealed that positive framing was more effective in fostering favorable attitudes and donation intentions. This study specifically addresses the role of hope, an emotion found to mediate this relationship. Another notable finding, the difference in donation amounts influenced by perceived need and victim’s identifiability, adds a new dimension to the understanding of the compassion fade phenomenon. The study provides valuable recommendations for charitable organizations, emphasizing the importance of positive messaging and the careful consideration of emotional appeals to effectively engage donors and support war victims.
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Description:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 111461013
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