기부방식이 기부 의사결정에 미치는 영향

Abstract

Purpose - Implicit self-theory refers to the fundamental beliefs individuals hold about the nature of their personal qualities, such as intelligence, abilities, and personality. The priming effect is a psychological phenomenon where exposure to one stimulus influences the response to a subsequent stimulus, without conscious guidance or intention. Two experiments were conducted to determine how implicit self-theory and the warm-up effect affect donation decision-making.
 Design/Methodology/Approach - This research was exercised in two experiments. Experiment 1 examined the effects of implicit self-theory and the donation method (fixed vs. free) on donations. Experiment 2 examined the effects of priming (bad vs. happy experience), implicit self theory, and donation method (fixed vs. free) on donations.
 Findings - The result showed that implicit self-theory and the priming of past experiences influence donation decisions depending on donation method.
 Research Implications - Incremental theorists more than entity theorists preferred the free donation method over the fixed donation method. Additionally, entity theorists will be willing to donate more when recalling difficult events than when recalling enjoyable events. On the other hand, incremental theorists were willing to donate more when recalling enjoyable events than when recalling difficult events. In the case of free donation, where donations can be freely decided, the intention to donate was high when reminiscing about a difficult past, while in the case of fixed donation, the intention to donate was high when reminiscing about a happy past.