【CCER論文精選】馬京晶老師關(guān)于“慷慨的最優(yōu)化決策者”的合作論文被營(yíng)銷(xiāo)領(lǐng)域期刊IJRM接收發(fā)表

北京大學(xué)國(guó)家發(fā)展研究院管理學(xué)長(zhǎng)聘副教授馬京晶老師的合作論文“Charitable maximizers: The impact of the maximizing mindset on donations to human recipients” （慷慨的最優(yōu)化決策者：最優(yōu)化思維模式對(duì)向他人捐贈(zèng)行為的影響機(jī)制研究）被營(yíng)銷(xiāo)學(xué)頂級(jí)國(guó)際期刊International Journal of Research in Marketing (IJRM)接受發(fā)表。https://doi.org/10.1016/j.ijresmar.2022.12.003

Abstract: The majority of donations are dedicated to helping human recipients. Building on prior literature that demonstrates the role of downward social comparisons between donors and donation recipients in elevating willingness to help those in need, we propose that a maximizing mindset increases such downward social comparisons, which in turn promote donations to human recipients. A set of seven studies, including online and field experiments and a secondary dataset, provides convergent support for the effect of the maximizing mindset (whether measured as an inherent individual difference or activated as a temporary mindset) on donations and the mediating role of downward social comparisons. This research enriches the understanding of donations to human recipients by showing that donations can be enhanced by a maximizing mindset. Our findings offer important insights to donation-raising agencies. Specifically, activating the maximizing mindset among prospective donors—by embedding certain words in donation appeals or encouraging donors to think about their best choices in everyday life—could benefit charities and social-cause platforms in their efforts to raise donations to support the needy.

摘 要：

大部分捐贈(zèng)的目的都是為了幫助那些有需要的人。基于已有關(guān)于向下社會(huì)比較對(duì)捐贈(zèng)行為的促進(jìn)作用的文獻(xiàn)，本項(xiàng)研究提出最優(yōu)化思維模式會(huì)促進(jìn)捐贈(zèng)者與受助對(duì)象之間的向下社會(huì)比較，從而促進(jìn)對(duì)他人的捐贈(zèng)。這項(xiàng)研究通過(guò)七個(gè)實(shí)驗(yàn)，采用在線(xiàn)實(shí)驗(yàn)、實(shí)地實(shí)驗(yàn)和捐贈(zèng)項(xiàng)目二手?jǐn)?shù)據(jù)分析結(jié)合的研究方法驗(yàn)證了最優(yōu)化思維模式對(duì)捐贈(zèng)行為的積極效應(yīng)以及向下社會(huì)比較的中介效應(yīng)。基于以上結(jié)論，本項(xiàng)研究豐富了有關(guān)向他人捐贈(zèng)行為的文獻(xiàn)，并為公益組織和在線(xiàn)募捐平臺(tái)等多方提供了重要的實(shí)踐啟示。具體來(lái)說(shuō)，公益組織和平臺(tái)可以通過(guò)在捐贈(zèng)項(xiàng)目的介紹中加入特定的詞語(yǔ)或者引導(dǎo)捐贈(zèng)者想到他們?nèi)粘Ｖ凶非笞顑?yōu)化的經(jīng)歷激發(fā)潛在捐贈(zèng)者的最優(yōu)化思維模式，這將有助于他們籌集捐款以幫助有需要的人。

感謝比爾及梅琳達(dá)·蓋茨基金會(huì) [INV-004139; OPP1183979]，騰訊基金會(huì) [QT21006-3-9],亨利·克朗研究所和杰里米·科勒基金會(huì)對(duì)本項(xiàng)研究的資助。感謝騰訊公益為我們開(kāi)展實(shí)地實(shí)驗(yàn)提供幫助。

作者介紹：

馬京晶是北京大學(xué)國(guó)家發(fā)展研究院的管理學(xué)副教授（長(zhǎng)聘）、博士生導(dǎo)師、木蘭學(xué)者、北京大學(xué)全球女性領(lǐng)導(dǎo)力研究中心主任。她于2015年在凱洛格商學(xué)院市場(chǎng)營(yíng)銷(xiāo)系獲取博士學(xué)位。她的主要研究領(lǐng)域包括消費(fèi)者行為與決策，公益行為與決策，心理健康與幸福。馬京晶的研究成果曾被發(fā)表在世界頂尖級(jí)學(xué)術(shù)期刊上，其中Journal of Consumer Research，Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and Harvard Business Review. 馬京晶的學(xué)術(shù)成果曾被國(guó)內(nèi)外多家權(quán)威媒體報(bào)道，其中包括福布斯、世界經(jīng)濟(jì)論壇、華爾街日?qǐng)?bào)、當(dāng)代心理學(xué)、新華社、人民日?qǐng)?bào)、光明日?qǐng)?bào)等。

林宇于2020年6月在北京大學(xué)國(guó)家發(fā)展研究院獲得碩士學(xué)位，現(xiàn)為法國(guó)NEOMA Business School 助理教授。研究領(lǐng)域?yàn)橄M(fèi)者行為。她曾多次在國(guó)內(nèi)外營(yíng)銷(xiāo)學(xué)和心理學(xué)會(huì)議上匯報(bào)自己的研究，如ACR，SPSP，全國(guó)心理學(xué)學(xué)術(shù)會(huì)議等。

Danit Ein-Gar is a professor at the Marketing Department at Coller School of Management, Tel-Aviv University and the head of Marketing department..