Influences on charitable giving for conservation: Online survey data of 1,331 respondents across the US, August 2017

This dataset records survey data collected from an online panel of 1,331 anonymous, nationwide U.S respondents. Data collection was both initiated and completed in August 2017. Survey data is of two major types. The first type, information about respondents, includes (1) select background and demographic information; (2) a brief version of a social desirability scale, measured to test and control for potential bias related to socially desirable responding; and (3) a scale developed to measure moral inclusivity, conceptualized as the breadth of an individual’s moral community (i.e., to what extent do different types of entities “count,” in a moral sense). The second type of data records information about an experimental message manipulation featured in the survey. The dataset includes one variable indicating which of seven manipulated textual messages each respondent viewed, along with several variables used as metrics of response to the messages, including (1) attitudes toward the message; (2) hypothetical willingness to donate for the cause promoted in the message; (3) perceived moral salience of the message (i.e., the extent to which it was perceived as a matter of moral concern); (4) manipulation checks, to test whether the manipulated elements of the messages were perceived as intended, and (5) a donation set-up, in which individuals were given the option to donate between $0 and $5 for a conservation organization, from an incentive fee provided by the researchers.

本数据集收录了从美国全国范围内1331名匿名在线调研面板（Online Panel）受访者处采集的调研数据，数据采集工作于2017年8月启动并全部完成。

调研数据分为两大主要类别：
第一类为受访者相关信息，具体包含：(1) 筛选后的背景与人口统计学信息；(2) 简易版社会期望量表（Social Desirability Scale），用于测试并控制由社会期望型作答引发的潜在偏差；(3) 道德包容性量表（Moral Inclusivity Scale），该量表被定义为个体道德共同体的广度，即不同类型实体在道德层面被纳入考量的程度。

第二类数据为调研中实验性信息操控的相关记录：数据集包含一个变量，用于标识每位受访者所查看的7条经操控的文本信息之一；同时包含多个用于衡量受访者对信息反应的指标变量，具体为：(1) 对该信息的态度；(2) 对信息中所倡导事业的假想捐赠意愿；(3) 感知道德显著性（Perceived Moral Salience），即该信息被感知为道德关切事项的程度；(4) 操控检验项（Manipulation Checks），用于验证信息的操控要素是否按预设意图被感知；(5) 捐赠设置环节：研究者将提供一笔激励金，受访者可从中选择向一家保护组织捐赠0至5美元。