时 间：2018年10月24日（周三）13:00-13:45
地 点：浙江大学紫金港校区行政楼1102会议室
主讲人：SHAOBO (KEVIN) LI ， Ph.D. in Marketing，Nanyang Technological University, Singapore
主持人：王小毅副教授，火狐手机版登录入口营销学系副主任
题 目：The Influence of Idealistic versus Pragmatic Mindsets on Charitable Behavior
主讲人简介：
李少波，新加坡南洋理工大学市场营销专业博士生。主要研究领域为: 内隐理论，消费者感知与情绪，和跨文化营销。
Abstract:
This paper examines the implication of idealistic versus pragmatic mindsets — the tradeoff between placing values and principles above practical concerns versus being practical-oriented in the context of charitable behavior. I propose and show that individuals and countries with a more idealistic (vs. pragmatic) mindset are more (vs. less) likely to engage in charitable behaviors and this effect is driven by greater intrinsic (vs. extrinsic) motivation underlying their charitable decision-making. Furthermore, consistent with the mediating role of intrinsic versus extrinsic motivation, I show that charitable appeals that emphasize the internal benefits (vs. external benefits) of charitable giving increase charitable intention among idealistic individuals but not among pragmatic individuals (vs. among pragmatic individuals but not among idealistic individuals).
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市场营销学系
