慈善和赞助%3a-雪中送炭“还是-锦上添花”%3f--基于动态双重态度理论的比较研究.pdfVIP

慈善与赞助：―雪中送炭‖还是―锦上添花‖? ——基于动态双重态度理论的比较研究 1 1 1 翁智刚 ；王萍 ；琚珏 （1. 西南财经大学工商管理学院，四川 成都 611130 ） 摘要：本研究基于双重态度理论对―雪中送炭‖和―锦上添花‖两种企业行为动态效应机制进行研究，通过2*2*2 的实验设计证 实了内隐态度与外显态度的同时存在，且―雪中送炭‖更能够影响个体态度；实验二发现与外显态度相比，内隐态度更能够抵 御负面信息的冲击；―雪中送炭‖后负面信息冲击引发了更为消极的反应。整个实验结果表明外显态度能够更好地预测即时行 为，而内隐态度则能够更好地预测延迟行为。 关键词：双重态度；锦上添花；雪中送炭；即时行为；延迟行为 中图分类号：F713.50 文献标识码：A Philanthropy and Patronage: ―Timely Help‖ or ―Icing on the cake‖ --Based on the Comparative Study of Dynamic Dual-Attitude Theory 1 1 1 Weng Zhigang ；Wang Ping ；Ju Jue (1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu China 611130) Abstract: Based on the theory of dual-attitude, the study on the dynamic effect of corporation behavior is conducted, including ―Icing on the cake‖ and the ―Timely help‖. It is verified that both the implicit attitude and explicit attitude exist, and the personal attitude is more easily affected by ―Timely help‖ by 2*2*2 experiments. In addition, experiment 2 proves that compared with explicit attitude , implicit attitude is more stable under the impact of negative information. Meanwhile, more negative reaction results from the impact of negative information in ―Timely help‖. Finally, the results shows that the explicit attitude can predict instant behavior better, and implicit attitude can predict delayed behavior better. Key words: dual-attitude, Icing on the cake, Timely help, Instant behavior, Delayed behavior 1 杯中渌，丽唱仍添锦上花。‖释义为好上加好，美上 0 引言 添美，表现在诸如奥运会、世博会赞助等。―雪中送 ―锦上添花‖源自王安石《即事》诗：―嘉招欲覆 炭‖源自范成大