心理科学进展2026，Vol.34Issue(3)：557-570,14.DOI:10.3724/SP.J.1042.2026.0557
宜简宜具体:解释水平视角下公众对募捐信息的偏好
Keep it simple and concrete:A construal level perspective on public preferences for solicitation messages
摘要
Abstract
Preferences for solicitation messages refer to individuals'systematic choice tendencies toward different types of fundraising information,primarily manifested in three categories:simplification preferences(numerical simplification,choice simplification,request simplification),concreteness preferences(identity concreteness,distance concreteness,temporal concreteness,experiential concreteness),and matching preferences(development/recovery donation framework preferences,psychological distance matching preferences).Analysis reveals that simplification preferences reflect a bias toward easily processed information through reducing cognitive load,while concreteness preferences reflect a bias toward perceivable information through enhancing psychological accessibility.These two types of preferences collectively point to low-construal-level characteristics,revealing the effectiveness of low-construal-level information in fundraising contexts.The construal level model of solicitation message preferences demonstrates that low-construal-level fundraising information can promote donation behavior through three pathways:direct effects,psychological distance mediation,and information processing fluency mediation,while matching effects constitute important boundary conditions.This framework provides a unified perspective for understanding the cognitive mechanisms underlying these solicitation message preferences and offers scientific guidance for charitable organizations'practical strategies.Future research should deepen the validation of pathway mechanisms and explore theoretical applicability in digital environments.关键词
慈善捐赠/募捐信息/选择偏好/解释水平理论/心理距离Key words
charitable donation/donation solicitation message/choice preferences/construal level theory/psychological distance分类
社会科学引用本文复制引用
廖思华,吕小康..宜简宜具体:解释水平视角下公众对募捐信息的偏好[J].心理科学进展,2026,34(3):557-570,14.基金项目
国家社会科学基金青年项目(24CSH088)资助. （24CSH088）
