The Influence of Infant Schema Cues on Donation Intention in Charity Promotion.

ABSTRACT: This research performed four experiments to investigate the influence of infant schema cues on charitable donation intention and examine the moderating effect of gender. The results indicate that: (1) individuals stimulated by infant schema (vs. adult schema) cues had a higher willingness to donate when facing charity promotion; (2) the main effect was not due to the perceived cuteness of character in posters; (3) empathy played an entirely mediating role in the relationship between infant schema cues and donation intention; (4) gender moderated the influence of infant schema on donation intention: infant schema cues are effective for improving females' donation intention, but ineffective for males. These findings contributed to the literature on infant schema and provide practical signifi

SUBMITTER: Yang C 

PROVIDER: S-EPMC9326485 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature