The Role of Implicit Theories in Motivating Donations in Response to Threat-Based Awe
研究了威胁型敬畏（常见于灾难救助宣传）如何通过内隐理论影响捐赠：持增长型理论者更相信捐赠有效，从而更愿意捐款。
The present research investigates how charitable giving in response to threat-based awe, an emotional experience that typically accompanies disaster-relief campaigns, is likely to depend on consumers’ implicit theories. Although consumers want to behave prosocially when experiencing threat-based awe, due to the presence of threats, such behavior depends on whether they believe that their donations have sufficient efficacy. Consequently, in response to threat-based awe, consumers holding an incremental (vs. entity) theory perceive greater efficacy for their donations, which subsequently increases their charitable giving. These predictions are tested across five experimental studies. The findings of this research contribute to the literature on implicit theories and the emotion of awe and offer a more nuanced approach to how different consumers may be motivated to engage in charitable giving in the context of natural disasters.