The Influence Of Cognitive Labeling And Emotional Labeling Of Psychological Account On Individual Donation Decision

In the process of building a harmonious socialist society, the vigorous development of philanthropy for socialist political civilization, material civilization, spiritual civilization began growing role, developing our country’s philanthropy to improve the ability of building a harmonious socialist society, realize the comprehensive construction well-off society goal, has very important practical significance.This research in psychology and behavioral economics theory on the basis of a series of authority, choose to adopt "mental accounts" as the breakthrough point, compiled the four types of individual donation willingness to simulation test materials, through to the from Yunnan normal university, 424 college students of different grade and specialty distribution of individual donation willingness situation questionnaire, explore the psychological account is how to influence people’s donation of decision-making behavior, study the effects of mental accounts in individual donors donation mechanism play a role in the decision making process. To mental accounts in donor area is rich in theory to make its contribution, extending the application of mental account theory, in practice, but also contribute to national development of charity. Results show that:(1) the individual donors in cognitive tag and emotional effects of mental accounts, in the context of two different donated the donation decisions made by differences in the demographic variable;(2) psychological account of cognitive label matching effect and individual donation decision-making cognition, mental account emotions label and individual donation decision-making matching effect;(3) cognitive psychological account tag and emotional impact on individual donation decision exist, under the different cognitive tag and mood, differences between people’s donation decision.