Table_1_Beneficiaries or Charity: The Influence of the Source of Acknowledgments.XLSX

This study employs entitativity theory to explore how acknowledgment letters from various thankers (e.g., a group of beneficiaries, a charity) influence donors’ subsequent donation desires. This empirical research consists of three experiments. Study 1 reveals that an acknowledgment letter from a group of beneficiaries elicits more favorable subsequent donation desires than an acknowledgment letter from a charity. To shed light on the psychological mechanism underlying this effect, Study 2 shows that a categorical appellation can enhance the effects of an acknowledgment letter sent by a charity. Study 3 reveals that the influence of the thanker is stronger under no external pressure conditions (than under external pressure). The current study offers insightful suggestions for the management and administration of charities.

本研究运用实体性理论（entitativity theory），探究不同致谢主体（如受助群体、慈善机构）发出的致谢函对捐赠者后续捐赠意愿的影响作用。本实证研究共包含三项实验：实验1结果表明，受助群体发出的致谢函相较慈善机构发出的致谢函，能引发捐赠者更为积极的后续捐赠意愿。为厘清该效应背后的心理机制，实验2发现，采用类别化称谓能够强化慈善机构所发致谢函的影响效果。实验3显示，在无外部压力情境下，致谢主体对捐赠意愿的影响强度显著高于存在外部压力的情境。本研究可为慈善机构的运营管理提供颇具洞见的参考建议。