Как эмоции влияют на благотворительное поведение: краткий обзор

Мир психологии. Научно-методический журнал. 2022. № 1(108). С. 22–29.

Shepelenko A., Kosonogov V.

Emotions play an important role in the donation decision process. However, it is still unclear whether pleasant or unpleasant appeals to charity are more effective in collecting donations. At the same time, a valence of an emotional state can lead to opposite consequences in the long term. This review highlights the role of the emotional state in the process of making a decision about acting prosocially. Separately, studies that have shown the importance of addressing both negative and positive emotions are considered. Applied conclusions that can help non-profit organizations create promotional materials for more successful fundraising are drawn.

Keywords: реклама, благотворительность, advertising, просоциальное поведение, charity, базовые эмоции, donations, prosocial behavior, пожертвования, valence, basic emotions, знак эмоций