| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 99 === According to the types of situations that the people in need encountered, the present
research divides the victims into two different categories. One of them is the emergent
situation, and the other is the poor situation. Victims in the former situation is facing a
plight that happens all of a sudden, causing a gap between the victims’original life and
the life after the plight happens. Thus making the victims need help. The durations of the
situations are often relatively short. However, the victims in the later situation are stay in a
constant, long-term situation, which often caused by poor.
The two experiments of the research are trying to figure out if the time-ask effect vs.
the Money-ask effect and the main appeals of the charity advertisement affect the amount
of the donation to the victims in the two different kinds of situations. The results of
experiment one shows that due to the different mechanisms that time and money may
induce, the participants donate more money to the victims in the emergent situation when
they are asked of their intentions to donate money to those victims first, while the
participants donate more money to the victims in the poor situation when they are asked of
their intentions to donate time to those victims. The results of experiment two indicate that
the participants donate more money to the victims in the emergent situation when they are
exposed to a charity advertisement with inspiring appeals, while the participants donate
more money to the victims in the poor situation when they are exposed to a charity
advertisement with sympathetic appeals.
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