演讲题目：what’s in a name? the effect of donor name disclosure on the beneficiaries’ behavior（捐助人姓名披露对受益人行为的影响）
演讲嘉宾：陈韵清，香港中文大学市场学系博士候选人
演讲时间：2020年9月23日（周三）上午08:00-10:00
演讲地点：随会
文章简介：
慈善捐赠的受益人通常会收到匿名捐助。前人的研究主要从捐助者及慈善机构的角度探讨了匿名捐助的利与弊，但是目前尚不清楚匿名捐助对受益人产生了怎样的影响。这项研究探讨了捐赠者姓名披露对受益人动机和行为的影响。研究结果表明，相对于匿名捐赠，实名捐助更有可能使受益人按照捐助人的期望行事（即，将捐助物资用于预期的目的）。这是因为受益人更有可能将实名的捐助者视为可识别的个体，从而觉得更有义务来回报捐助者。我们用六个实验及一个现场研究验证了上述假设，并探讨了这一研究结论对慈善机构、个人捐助者和公共政策制定者的影响。
个人介绍：
陈韵清，香港中文大学市场学系博士候选人。她2015年毕业于南京大学，获管理学硕士学位（市场营销方向），2012年毕业于中南财经政法大学，获管理学学士学位（市场营销方向）及法学学士学位（经济法方向）。她的主要研究兴趣为亲社会行为、广告营销及消费者隐私。曾在《international journal of research in marketing》，《social behavior and personality》，《华东经济管理》等国内外刊物上发表文章，并多次在学术会议上作报告，如北美消费者研究协会年会（acr），消费者心理协会年会（scp），营销科学年会（jms），营销科学与应用国际论坛（ifmsa），亚太工商及社会科学年会（apsbss）。她的博士论文曾获acr/sheth foundation dissertation award。
abstract:
beneficiaries of charitable donations often receive help from anonymous donors. previous research has examined the costs and benefits of anonymity from the perspectives of the donors themselves and the charities that handle the donation, but it is unclear how anonymity affects the recipients of a donation. this research examines how donor name disclosure affects the recipients’ motivation and behavior. the findings demonstrate that, relative to an anonymous donation, recipients of donations from a named individual are more likely to act in accordance with that person’s expectations (i.e., to use the donation for the intended purpose). this is because recipients are more likely to perceive a named donor as an identified individual, which in turn leads to elevated motivation to reciprocate their donor’s help. six experiments and one field study were used to assess this effect. the implications of these findings for charities, individual donors, and public policy makers are discussed.
yunqing chen is currently a phd candidate at department of marketing, the chinese university of hong kong.she received her master’s degree in marketing from nanjing university in 2015, bachelor’s degree in marketing and in economic law from zhongnan university of economics and law in 2012. her research interests include prosocial behavior, advertising, and consumer privacy.her research has been published in multiple journals, such asinternational journal of research in marketing,social behavior and personality, andeast china economic management. she has presented her works at multiple academic conferences, such as the acr north american conference, the society for consumer psychology conference (scp), the annual conference of china marketing science (jms), the international forum of marketing science & applications (ifmsa), and the asia-pacific conference on business & social science(apcbss). her dissertation research won the acr/sheth foundation dissertation award.
