The Influences of Individuals' Space Angles on Charitable Donations

Wang Wangshuai, Li Jie*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

[abstract] The big gap between the rich and the poor has become a major challenge for China's rapid development. Donation is an effective form of social redistribution. However, donation behavior, especially charitable donation by individuals, is still in its infancy stage in China. How to motivate individuals to donate? Based on the embodied cognition theory, this paper proposes an effective and convenient method: changing people's perspective and letting people look down from top, then they will have higher donation willingness. In three experimental studies, this effect was validated using different manipulations, samples, and measurements. The study extends our understanding on charitable giving and prosocial behavior. In addition, the results have important implications for governmental sectors and public welfare organizations to motivate individual donation behavior.

Original languageEnglish
Article number2
JournalChina Nonprofit Review
Volume13
Issue number1-2
DOIs
Publication statusPublished - Jan 2021
Externally publishedYes

Keywords

  • Charitable donations
  • Embodied cognition
  • Prosocial behavior
  • Sensory

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