물리적 온도가 인식 가능한 희생자 효과에 미치는 영향

초록

The identifiable victim effect refers to the tendency of individuals to offer greater aid when a specific, identifiable victim is observed, as compared to a large, but vaguely defined group with the same need. The identifiable victim information generates greater affection, such as sympathy than the statistical victim information. Prior research has investigated that physical temperature is related to the different mental states (i.e., emotion vs. cognition). This research examines a novel interaction effect between the information types and physical temperature based on the theory of embodied cognition and priming effect. In sum, the interaction effect between the information types and physical temperature on donation intention was significant. In the cold temperature and ambient temperature conditions, the individuals who are exposed to the identifiable victim information demonstrate greater donation intention than those who are exposed to the statistical victim information. In the hot temperature condition, however, donation intention was not significantly different between the two information conditions.

키워드