Speaker：Fengyan CAI， ANTAI College of Economics and Management， Shanghai Jiatong University

Site：B129

Time：9：30-11:30，2016.10.09（Sunday）

Abstract：

Donation behavior could be influenced by subtler forces that are apparently unrelated to the interest of the victim or the interest of the self. We explore one such force in current research, namely, the motivation to keep balance. We propose that when people see an imbalanced state, they are automatically motivated to fix it. And the desire for balance can be so strong that people are willing to sacrifice some of their own resources (e.g., money) in order to fix the imbalanced state. Specifically, in six experiments, we found that an imbalanced device activates consumers’ motivation to fix the perceived imbalanced state which in turn increase the likelihood that consumers choose to donate if they perceive their donation could help to restore balance.