The Effect Of Temperature Perception On Donation Behavior

With the continuous improvement of living standards of the people,the focus of public attention gradually shifts from personal welfare to social welfare.More and more ordinary consumers become the main body of charity donations,they have become an indispensable part of the fund-raising activities.However,most of the academic research is based on macroscopic aspects such as economics and sociology,and there are few articles from donors.It is rare to study from the perspective of the impact of donation environment on donation behavior.In this paper,based on the embodied cognition theory,we choose the effect of temperature on the behavior of donation,and use four experiments to prove that cold stimulation can promote donation behavior.Its mechanism of action is to reduce the social distance between donors and recipients,thereby affecting the donation behavior.It is also verified that the charity’s reputation has a moderating effect on this impact and that this effect is significant only when the charity’s reputation is high.At the same time,it is also verified that the self-concept also has an interaction effect on the main effect.When the donors are with interdependent self-construals,cold stimulation can significantly promote the donation behavior.Individuals with independent self-construals have no significant effect.This paper starts with the temperature in the donation environment and deeply analyzes the influence of perceived temperature on the donation behavior.The research made a useful contribution for domestic scholars to study donation behavior from the perspective of donation environment and also provides reference and guidance significance for future generations’ research.This article also proves that psychological cold feeling can also affect donation behaviors,broaden the previous research fields and provide guidance for charity organizations to hold activities in time and publicity methods.