공감정도와 집단주의 성향이 아프리카 빈곤 아동을 위한 기부의도에 미치는 영향 : 캠페인 사진 속 감정 구성의 조절적 역할을 중심으로

This study aims to explore the influence of (cognitive/emotional) empathy responses to donation campaigns and individual cultural characteristics (collectivism) on donation intentions. It further investigates whether the effects of these factors vary depending on how emotions are framed in campaign photographs (negative vs. negative + positive). Specifically, it investigates whether the influence of empathy responses and collectivism tendencies on donation intentions is moderated by the composition of emotional stimuli in the photographs. To this end, an experiment was conducted with 185 university students to explore the hypotheses and research questions proposed through theoretical discussion. The results showed that presenting photo stimuli depicting the children's happy emotions at the end of a series conveying their suffering reduced donation intentions among individuals with low cognitive empathy or low collectivism. Including images of children's happiness in donation message photos for suffering children can lower people's donation intentions. These findings provide insights into strategies that can increase public donation intentions in charitable campaigns.