Your browser doesn't support javascript.
loading
The Influence of Infant Schema Cues on Donation Intention in Charity Promotion.
Yang, Chen; Zhao, Mengying; Xie, Chunya; Li, Jingyi.
Afiliação
  • Yang C; Renmin Business School, Renmin University of China, Beijing, China.
  • Zhao M; Renmin Business School, Renmin University of China, Beijing, China.
  • Xie C; Renmin Business School, Renmin University of China, Beijing, China.
  • Li J; College of Economics and Management, Zhejiang A&F University, Hangzhou, China.
Front Psychol ; 13: 869458, 2022.
Article em En | MEDLINE | ID: mdl-35910966
This research performed four experiments to investigate the influence of infant schema cues on charitable donation intention and examine the moderating effect of gender. The results indicate that: (1) individuals stimulated by infant schema (vs. adult schema) cues had a higher willingness to donate when facing charity promotion; (2) the main effect was not due to the perceived cuteness of character in posters; (3) empathy played an entirely mediating role in the relationship between infant schema cues and donation intention; (4) gender moderated the influence of infant schema on donation intention: infant schema cues are effective for improving females' donation intention, but ineffective for males. These findings contributed to the literature on infant schema and provide practical significance for introducing infant schema in charity promotion.
Palavras-chave

Texto completo: 1 Coleções: 01-internacional Base de dados: MEDLINE Idioma: En Revista: Front Psychol Ano de publicação: 2022 Tipo de documento: Article País de afiliação: China

Texto completo: 1 Coleções: 01-internacional Base de dados: MEDLINE Idioma: En Revista: Front Psychol Ano de publicação: 2022 Tipo de documento: Article País de afiliação: China