宜简宜具体:解释水平视角下公众对募捐信息的偏好
Keep it Simple and Concrete: A Construal Level Perspective on Public Preferences for Solicitation Messages
募捐信息偏好是指个体面对不同募捐信息时表现出的系统性选择倾向, 主要表现为简单偏好（数量简单、选择简单、请求简单）、具体偏好（身份具体、距离具体、时间具体、体验具体）以及匹配偏好（发展型/恢复型捐赠框架偏好、心理距离匹配偏好）三类。其中, 简单偏好通过降低认知负荷体现了对易处理信息的偏向, 具体偏好通过提高心理可及性体现了对可感知信息的偏向, 这两类偏好共同指向了低解释水平特征, 揭示了低解释水平信息在募捐情境中的有效性。在作用机制上, 低解释水平的募捐信息可以通过直接效应、心理距离中介和信息加工流畅性中介三条路径促进捐赠行为, 而匹配效应是重要的边界条件。该框架为理解这些募捐信息偏好的认知机制提供了统一视角, 为慈善组织的实践策略提供了科学依据。未来研究应深化路径机制验证并探索数字化环境下的理论适用性。
信息传播、知识传播
慈善捐赠募捐信息选择偏好解释水平理论心理距离
廖思华,吕小康.宜简宜具体:解释水平视角下公众对募捐信息的偏好[EB/OL].(2025-09-11)[2025-09-18].https://chinaxiv.org/abs/202509.00072.点此复制
Preferences for solicitation messages refer to individuals systematic choice tendencies toward different types of fundraising information, primarily manifested in three categories: simplification preferences (numerical simplification, choice simplification, request simplification), concreteness preferences (identity concreteness, distance concreteness, temporal concreteness, experiential concreteness), and matching preferences (development/recovery donation framework preferences, psychological distance matching preferences). Analysis reveals that simplification preferences reflect a bias toward easily processed information through reducing cognitive load, while concreteness preferences reflect a bias toward perceivable information through enhancing psychological accessibility. These two types of preferences collectively point to low-construal-level characteristics, revealing the effectiveness of low-construal-level information in fundraising contexts. The construal level model of solicitation message preferences demonstrates that low-construal-level fundraising information can promote donation behavior through three pathways: direct effects, psychological distance mediation, and information processing fluency mediation, while matching effects constitute important boundary conditions. This framework provides a unified perspective for understanding the cognitive mechanisms underlying these solicitation message preferences and offers scientific guidance for charitable organizations practical strategies. Future research should deepen the validation of pathway mechanisms and explore theoretical applicability in digital environments.
charitable donationdonation solicitation messagechoice preferencesconstrual level theorypsychological distance
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