기부에서 사회적 배제는 어떻게 이해해야 하는가?: 기부 메시지의 조절효과

In recent social aspects, economic prosperity and social happiness were separate. The prevailing materialism is too secular to contain the warmth of society. Nevertheless, sympathy for needy neighbors has not yet completely cooled down throughout society. The donation culture for needy neighbors is still warming up various parts of society. This study examined the interaction between social exclusion and reasons for donation in donation intention. As a result of the study, in the situation of accumulating pleasure through donations, people with low experience in social exclusion had the highest donation intention. However, in the situation of relieving guilt, people with moderate experience in social exclusion had the highest donation intention. The donation intention of people with high experience in social exclusion was the lowest in both the situation of accumulating pleasure through donations and the situation of relieving guilt. Donation intention was proportional to the degree of experience in social exclusion in situations of accumulating pleasure. However, in the situation of relieving guilt, it showed the form of reverse U. The love received from others and sympathy for needy neighbors were not proportional and selective. However, the sympathy for the needy neighbors of those who were ignored and rejected by others was low.