【摘要】 非营利组织募捐中是否存在劣势者效应?如果存在,柔弱为何胜刚强?采用两个实验来回答这两个问题。实验一表明,捐赠者对非营利组织劣势者感知越强,越愿意捐赠。实验二表明,捐赠者的劣势者自我认同越高,越愿意支持劣势者。因此,非营利组织可以通过塑造积极正面的劣势者形象来赢得捐赠,并在营销沟通中,重视激发捐赠者的劣势者自我认同感。更多还原

【Abstract】 Is there any underdog effect when Non-profit organization raises fund? Is it strong for the weak side?In this paper, we have done two experiments to answer these questions. Study1 shows that a donor of non-profit organizations who perceived NPO as an underdog would express more willingness to donate.Study2 demonstrates that the consumer who is strongly self-identified as underdogs would support NPO as an underdog.Thus, non-profit organizations can create a positive image of the underdog to win the donation and encourage donors with underdog identity in the marketing communications更多还原