期刊名称：Journal of International Crisis and Risk Communication Research
印刷版ISSN：2576-0017
电子版ISSN：2576-0025
出版年度：2022
卷号：5
期号：1
页码：29-56
DOI：10.30658/jicrcr.5.1.1
语种：English
出版社：Nicholson School of Communciation and Media
摘要：Grounded in the 2018 California Camp Fire context, this study explores how message framing in charitable appeals influences individuals’ donation intentions. A 2 (firstperson imagery perspective vs. third-person imagery perspective) × 2 (gain frame vs. loss frame) between-subject online experiment was conducted via Amazon’s MTurk. Results showed that gain/loss framing and imagery perspectives interactively influenced participants’ donation intentions. Specifically, when a message is lossframed, a first-person imagery perspective (“I lose”) message is more effective than a third-person imagery perspective (“they lose”) message in enhancing participants’ perceived issue relevance, induced empathy, and donation intention. In addition, when the message is framed with a third-person imagery perspective, a gain-framed (“they gain”) message is more persuasive than a loss-framed (“they lose”) message.
