消費者如何回應慈善機構，對時間與金錢的要求

How Consumers React to Charity Requests for Time and Money

研究目的：本研究認為冷暖視覺刺激會導致不同構念層次，進而影響親社會行為的效果。研究設計／方法：實驗一A與B分別以影片與平面廣告操弄冷暖視覺刺激對構念層次與親社會行為的影響。實驗二採用調節程序的機制驗證中介。實驗三則將冷暖視覺刺激置入於非營利組織廣告中。研究結果：冷（暖）視覺刺激引發較多的抽象（具體）心智思維，進而影響人們更願意回應時間（金錢）要求。當訊息訴求與視覺刺激愈適配時，會引發較佳回應。

Purpose–This research argues that visual stimuli with temperature cues will lead to different construal level mindsets, which in turn influence the persuasive effectiveness of prosocial behavior. Design/methodology/approach–Study 1A utilized asimple one-factor (visual stimuli: warmth versus coldness) design, through the use of avideo. Study 1B manipulated the visual stimuli with print images, and tested the path of these stimuli and the prosocial behavior mediated by construal level mindsets. Study 2considered the interaction effects of avisual stimulus, the message construal (i.e., why versus how), and resource requests (i.e., money versus time) on prosocial behavior, to replicate the findings from Study 1. Finally, Study 3used nonprofit organization print advertisements as the manipulation material for cold and warm visual stimuli. Findings–Study 1A provided apreliminary demonstration of the link between visual stimuli with temperature cues and construal level mindsets, while Study 1B found that when people were exposed to acold visual cue, this led to lower amounts of monetary donations as aresult of their abstract mindsets. Study 2revealed that when the message construal is abstract (concrete), avisual stimulus with acold (warm) cue will lead to higher time contribution (monetary donations). Study 3demonstrated that the concrete message alignment influence on preferred resource contribution type was mediated by construal level mindsets.