Research On The Mechanism Of Raising Performance Based On Stereotyped Manipulation

Individual charitable donations have been the research priority by scholars in the field of philanthropy.With the vigorous development of philanthropy in China,charitable donations have received enthusiastic attention and support from the general public.The proportion of individual charitable donations has gradually risen,becoming the fastest growing part of philanthropy.Compared with Western countries,Personal charitable donation in China still has great development space.Chinese charitable organizations and civil affairs departments is facing the important challenge that how to improve the individual charitable donation will.This challenge is also an important subject to relevant scholars.There are few researches on charitable donations in China,and most of which focused on corporate donations.In recent years,some scholars have begun to explore individual donations,mainly to explore the nature of charitable organizations,social responsibility and other factors.As an important concept in social psychology,stereotype originated from the research of interpersonal communication.Recently,stereotype content model has been applied to the field of consumer psychology by scholars,but it is less involved in the field of charitable donation.Therefore,this study focuses on the stereotype content model,the impact of competence perception and warmth perception on individual donor willingness.And add two variables of empathy response and empathy tendency to explore its specific impact mechanism.Make some suggestions for relevant departments such as charities.This study is divided into two experiments.Both scenario experiments and questionnaires were used.The main purpose of Experiment 1 is to explore the stereotypes of different recipient groups that will affect the individual’s willingness to donate,and the purpose of Experiment 2 is to explore the direct influence of competence perception and warmth perception on individual donation willingness.There was a mediating effect of empathy response in the relation between competence perception,warmth perception and individual’s willingness to donate,and the moderation of empathy tendency is significant.The research results showed that:1.The willingness to donate to different groups is significantly different.The group with high warmth perception and low competence perception has the highest willingness to donate,followed by high warmth perception and high competence perception group and low warmth perception and high competence perception group.Finally,it is low warmth perception and low competence perception group.2.The interaction between warmth perception and competence perception has a significant impact on the willingness to donate.For the recipients with high warmth perception,the willingness to donate for low-competence perception was significantly higher than that for high-competence.However for the recipients with low warmth perception,the willingness to donate for low-competence perception and highcompetence perception was equal3.Warmth perception affected the willingness to donate through emotional empathy while competence perception affected willingness to donate through cognitive empathy4.Empathy tendency moderated the mediating effect of emotional empathy from warm perception to willingness to donate.