Gift or Donation? Increase the Effectiveness of Charitable Solicitation Through Framing Charitable Giving as a Gift
通过六项研究（含四项激励相容研究和一项实地研究）发现，将慈善捐赠语义框定为“礼物”而非“捐赠”，能提高捐赠意愿和实际金额，其机制是缩小捐赠者与受益者的感知社会距离，且该效应在追求地位者中减弱。
The question of how to improve the effectiveness of charitable solicitation has long been a subject of investigation for charity organizations. Through six studies, including four incentive-compatible studies and a field study, the present research demonstrates an easy, actionable, and widely applicable semantic-framing strategy that can be utilized to promote charitable giving. Semantically framing charitable giving as a gift (rather than a donation) increases not only donors’ intention to contribute but also their actual contribution amount (Studies 1–3). Both mediation (Study 4) and moderation (Study 5) approaches provide convergent evidence that the effect of framing charitable giving as a gift rather than a donation on contribution is driven by donors’ perceived social distance from beneficiaries. The authors further find that this framing effect is weakened when soliciting contributions from donors who see social distance as desirable (e.g., those with a high need for status; Study 6). The current work contributes to the literature streams on charitable giving, social exchange, and semantic framing and provides strong managerial implications for charity organizations.