The effects of temporal distance and construal level on the willingness and possibility of donation participation
XIE Chenlan;YE Yiduo;ZHANG Zhicong;School of Psychology,Fujian Normal University;
The individual's willingness to help is affected by the representation of donation advertisement.Based on the theory of construal level, this paper investigated the influence of time distance and explanation level on the willingness and possibility to participate in donation activities in the context of charity donation. The results showed that:(1) The main effect of temporal distance was significant, and it was easier to attract people to participate in the activity when it was set to be carried out in a short or moderate time than when it was set to be carried out in a long time;(2) The main effect of the construal level was significant. It was more attractive for charities to release specific help advertisements than abstract ones;(3) Individual willingness and possibility to participate in donation were affected by the interaction between temporal distance and construal level.
【CateGory Index】： B842;D632.9