The Impact Of Hunger On Willingness To Help

Nowaday,charitable activities play an important role in the modern society and they are an important means of redistributing social wealth.Theoretical research has carried out a full exploration around cause-related marketing and helping behavior.And the individual factors of donors are popular topics in the study of helping behavior.This paper argues that the visceral state,hunger,has an impact on the helping behavior.Based on the Ego Depletion Theory,this paper explores the main effect of hunger on the willingness to help,and proposes that people's hunger has a negative impact on their helping behavior willingness.Moreover,this paper.proposes that the type of donation appeal has an impact on the relationship between hunger and helping willingness.Beacause when a hungry donor is exposed to a hunger-related donation appeal,the individual is experiencing hunger and has a similar physical sensation,so it is easier to imagine the recipient's picture of the dilemma.This imaginary process leads to higher psychological connectedness between the donor and the recipient,so the donor has higher willingness to help.This paper collects data through three formal experiments.The study finds that people's hunger has a significant negative impact on their helping behavior,and the mediating effect of psychological connectedness is significant.Compared with non-hunger-related claims,individuals in hunger have higher willingness to donate in relation to hunger-related claims.The innovations of this paper are as follows:(1)Taking hunger as the starting point,it explores the influence of visceral state on willingness to help,and this effect mainly acts through mechanism of psychological connectedness.(2)It is verified that the type of donation appeal is the boundary condition of hunger and willingness to help.(3)Exploring another visceral state,sexual impulses,the psychological correlation mechanism is also applicable to the negative impact of sexual impulses on donor willingness.In summary,these conclusions broaden the perspective of visceral state research and helping behavior research,explore the mechanism of visceral state on helping behavior,and discuss the type of donation appeal is the boundary condition of hunger and donor willingness.And these conclusions have guiding significance for the practice of charitable donation.The fundraiser should consider the influence of the donor's physiological factors on the willingness to donate,avoid its disadvantages,and formulate effective strategies to achieve better fundraising results.