Moral in whose eyes? Cross-cultural differences in moral decision making and behaviour

All people want to feel that they are morally adequate. People tend to evaluate their moral adequacy by judging their behaviour through their own eyes (first-person perspective) or the eyes of others (third-person perspective). People in all cultures use both perspectives, but there may be cultural variations in which perspective takes precedence. By conducting two studies, we explore the way people in face cultures are more likely to secure their moral self-regard through the eyes of others (vs. their own eyes), whereas the opposite is true in case of people from dignity cultures. Study 1 found that people from face culture (Korean participants) cheated to a lesser extent when others were invoked (vs. not invoked), but people from dignity culture (American participants) were not affected by this priming. Study 2 found that moral intentions were more strongly influenced by what participants perceived others to do in moral situations in face (vs. dignity) cultures. In contrast, moral intentions were found to be more strongly influenced by what they believed they should do in moral situations in dignity (vs. face) cultures.     

The Effects of a Common In‐group Prime on Intentions to Help Indigenous and Homeless Australians

The article reports on research designed to test Australian attitudes towards helping impoverished members of the Australian society, in particular, indigenous and homeless people. Australian university students completed a questionnaire to measure their attitudes towards helping homeless and indigenous people under conditions that primed a common Australian identity. The findings showed that priming an inclusive identity led to relatively stronger intentions to help indigenous Australians but not homeless people. It was also found that participants preferred to endorse more autonomy than dependency help to both indigenous and homeless Australians. Whereas the findings indicate that helping intentions towards those living with poverty may be accentuated by priming a common in‐group, they also imply that helping attitudes vary with the type of help being sought and the way people perceive the cause of someone's poverty.     

Learning about what others were doing: verb aspect and attributions of mundane and criminal intent for past actions

Scientists have long been interested in understanding how language shapes the way people relate to others, yet it remains unclear how formal aspects of language influence person perception. We tested whether the attribution of intentionality to a person is influenced by whether the person's behaviors are described as what the person was doing or as what the person did (imperfective vs. perfective aspect). In three experiments, participants who read what a person was doing showed enhanced accessibility of intention-related concepts and attributed more intentionality to the person, compared with participants who read what the person did. This effect of the imperfective aspect was mediated by a more detailed set of imagined actions from which to infer the person's intentions and was found for both mundane and criminal behaviors. Understanding the possible intentions of others is fundamental to social interaction, and our findings show that verb aspect can profoundly influence this process.     

When focusing on a goal interferes with action control: action versus state orientation and over-maintenance of intentions

People vary in action versus state orientation, or the ease versus difficulty by which they can form and enact goals under demanding conditions (Kuhl and Beckmann in Volition and personality: action versus state orientation, Hogrefe, Göttingen, 1994). According to the over-maintenance hypothesis, state-oriented people are prone to think about their intentions in a narrow linguistic format that prevents flexible action control. Two studies tested this hypothesis by manipulating intention focus among action- versus state-oriented participants and examining how well they performed difficult actions. Focusing strongly (rather than weakly) on the task goal led state-oriented participants to make more errors during incongruent trials of a Stroop task (Study 1) and led to greater task-switch costs in response latencies (Study 2). Action-oriented participants showed the reverse pattern, and performed difficult actions more effectively when focusing on the task goal. These findings suggest that focusing on intentions may paradoxically impair action control among state-oriented people.     

The Helping Behavior Helps Lighten Physical Burden

It is often believed that helping behaviors benefit the recipients at the expense of the performers. However, we propose that costly helping behaviors could alleviate feelings of physical burden experienced by the performers. In support of the proposal, we found in five studies that both imaginary and real helping behaviors led the performers to perceive physically challenging tasks as less demanding (Studies 1, 2, 3, 5), such as perceiving a steep mountain road as less steep (Study 2), a heavy carton as lighter (Study 4), and a long path as shorter (Study 5). These results challenge the conventional wisdom that helping behaviors always come at the cost of the helper and corroborate a growing body of literature showing that helping others could benefit the performer.     

Gift Cards and Mental Accounting: Green‐lighting Hedonic Spending

In three studies, we examine the mental accounting rules that govern how gift cards are used. We predicted that their identity as gift cards would shift consumption from utilitarian to hedonic goods even in contexts where both types of goods are available and the consumer's needs are unchanged. In Study 1a, participants were asked to imagine that they had both a gift card and a specified amount of cash and needed to purchase both a hedonic item and a utilitarian item. When asked which currency they would use to buy which item, respondents were significantly more likely to say they would use the gift card to buy the hedonic item. Study 1b replicated this result and found that it was tied to participants' beliefs how different types of money should be used. In Study 2, we found that participants who were required to spend a certain amount of their compensation in a laboratory store spent more on hedonic goods if their payment was in the form of a gift card. In Study 3, we analyzed transactions at a campus bookstore and found that shoppers tended to spend disproportionately on hedonic goods when using their gift cards than when making credit card purchases. Taken together, these studies indicate that people tend to assign the monetary value of a gift card to a hedonic mental account and spend it accordingly. Copyright © 2014 John Wiley & Sons, Ltd.     

The Intention–Behavior Gap

Bitter personal experience and meta‐analysis converge on the conclusion that people do not always do the things that they intend to do. This paper synthesizes research on intention–behavior relations to address questions such as: How big is the intention–behavior gap? When are intentions more or less likely to get translated into action? What kinds of problems prevent people from realizing their intentions? And what strategies show promise in closing the intention–behavior gap and helping people do the things that they intend to do?     

The Effects of Onset and Offset Responsibility on Affects and Helping Judgments1

Attributional studies of helping have examined perceivers affective responses and helping intentions as a function of responsibility (controllability) for the onset of a problem. This study extended the analysis to a responsibility for the solution (offset) of a problem and examined how the cause of both the onset and the offset of a problem determined perceivers' affective responses and helping intentions. One hundred and eighty subjects participated in the study. The subjects read one of three stories regarding the target person's behavior at the onset of falling behind in school (“sick” vs. “effort” vs. “no effort”) and reported their perceptions of the cause of the problem, affective responses, and helping intentions. Then they read one of three stories regarding the target person's behavior for the offset of the problem (“sick” vs. “effort” vs. “no effort”:' and responded again to the previously administered scales. Results indicated (a) that the final responses were strongly determined by the offset information. and (b) that sickness at the time of the onset led to negative affect and less helping intention when the offset information was “no effort.” The latter effect is discussed within the context of the moral judgment. Furthermore, structural equation analyses for the responses after the offset information revealed (a) that Weiner's “attribution-emotion-helping” model was applicable. and (b) that the effect of the effort perception on the helping intention was mediated by anger and pity.     

Helping Following Natural Disasters: A Social‐Motivational Analysis1

The present investigation explores how judgments of responsibility influence affective and helping reactions toward natural‐disaster victims. Guided by Weiner's (1995, 2006 ) theory of social motivation, we hypothesized that judging victims responsible for a disaster would indirectly lead to low rates of helping. Two studies tested this hypothesis. In Study 1, a bogus earthquake was used to test experimentally the effects of responsibility judgments (low, high). In Study 2, we surveyed attitudes about the victims of Hurricane Katrina. Our results showed that Weiner's model was supported across studies. Responsibility judgments led to anger and sympathy, and sympathy led to helping intentions, which in turn led to helping behavior. Comparisons across studies and the relationship between helping intentions and behavior are discussed.     

Age‐related differences in everyday prospective memory tasks: The role of planning and personal importance

The aim of the present studies was to investigate whether age‐related improvement found in naturalistic but experimenter‐given prospective memory (PM) tasks can be generalized to real‐life intentions. In Study 1, younger, middle‐aged, and older adults generated a list of intended activities for the following week; one week later they marked the tasks that they had performed. The participants were also asked to rate the importance of each listed intention and to describe the circumstances of completion that were already known to them. We found that, compared with younger adults, older adults attributed a higher degree of importance to their intentions and had the circumstances of their completion better planned. However, the age‐related benefit in the PM performance for all listed intentions was not present for the very important and well‐planned tasks. In Study 2 we manipulated whether younger adults engaged or not in the detailed planning of when their intentions could be completed. It was demonstrated that younger adults who had to perform detailed planning completed their intended activities more often than those who did not plan for their intentions. The results support explanations of the age‐related benefit in everyday PM that highlight the role of importance and planning.     

Behavioral cues to others’ motivation and goal pursuits: The perception of effort facilitates goal inference and contagion

Recent research demonstrates that people spontaneously, i.e., without conscious intent, infer and pursue the goals perceived in others’ behavior, a phenomenon termed goal contagion [Aarts, H., Gollwitzer, P., & Hassin, R. R. (2004). Goal contagion: perceiving is for pursuing. Journal of Personality and Social Psychology, 87, 23-27]. Three experiments extend this work by studying the basic role of perceived behavioral effort in goal inference and pursuit. In an adaptation of the Animated Film Technique, participants were exposed to a movie featuring movements of a ball that implied the goal of helping. The amount of effort in pursuing the implied goal was experimentally varied. Results showed that an increase in perceived effort led to stronger inferences of the implied goal, as was established by enhanced accessibility of the goal representation in a word completion and lexical decision task. Furthermore, as a result of these inferences, participants more strongly pursued the inferred goal of helping. Implications for research on goal inferences and pursuit are briefly discussed.     

Eye of the beholder: the individual and dyadic contributions of empathic accuracy and perceived empathic effort to relationship satisfaction

This study examined links between two distinct facets of empathy-empathic accuracy and perceived empathic effort-and one's own and one's partner's relationship satisfaction. Using a video recall procedure, participants (n = 156 couples in committed relationships) reported on their own emotions and their perceptions of partners' emotions and partners' empathic intentions during moments of high affect in laboratory-based discussions of upsetting events. Partners' data were correlated as a measure of how accurately they were able to read what the other was feeling and to what degree they felt the other was trying to be empathic at those moments. The perception of empathic effort by one's partner was more strongly linked with both men's and women's relationship satisfaction than empathic accuracy. Men's relationship satisfaction was related to the ability to read their partners' positive emotions accurately, whereas women's relationship satisfaction was related to their partners' ability to read women's negative emotions accurately. Women's ability to read their husbands' negative emotions was positively linked to both men's and women's relationship satisfaction. Findings suggest that the perception of a partner's empathic effort-as distinct from empathic accuracy-is uniquely informative in understanding how partners may derive relationship satisfaction from empathic processes. When working with couples in treatment, heightening partners' perceptions of each other's empathic effort, and helping partners learn to demonstrate effort, may represent particularly powerful opportunities for improving satisfaction in relationships.     

The spyglass self: a model of vicarious self-perception

Self-perception theory posits that people sometimes infer their own attributes by observing their freely chosen actions. The authors hypothesized that in addition, people sometimes infer their own attributes by observing the freely chosen actions of others with whom they feel a sense of merged identity--almost as if they had observed themselves performing the acts. Before observing an actor's behavior, participants were led to feel a sense of merged identity with the actor through perspective-taking instructions (Study 1) or through feedback indicating that their brainwave patterns overlapped substantially with those of the actor (Studies 2-4). As predicted, participants incorporated attributes relevant to an actor's behavior into their own self-concepts, but only when they were led to feel a sense of merged identity with the actor and only when the actor's behavior seemed freely chosen. These changes in relevant self-perceptions led participants to change their own behaviors accordingly. Implications of these vicarious self-perception processes for conformity, perspective-taking, and the long-term development of the self-concept are discussed.     

Feeling bad about progress does not lead people want to change their health behaviour

Objective: When do people decide to do something about problematic health behaviours? Theoretical models and pragmatic considerations suggest that people should take action when they feel bad about their progress – in other words, when they experience negative progress-related affect. However, the impact of progress-related affect on goal striving has rarely been investigated.

Design and Methods: Study 1 (N = 744) adopted a cross-sectional design and examined the extent to which measures of progress-related affect were correlated with intentions to take action. Study 2 (N = 409) investigated the impact of manipulating progress-related affect on intentions and behaviour in an experimental design.

Results: Study 1 found that, while engaging in health behaviours had the expected affective consequences (e.g. people felt bad when they were not eating healthily, exercising regularly or limiting their alcohol consumption), it was feeling good rather than bad about progress that was associated with stronger intentions. Study 2 replicated these findings. Participants induced to feel good about their eating behaviour had marginally stronger intentions to eat healthily than participants led to feel bad about their eating behaviour.

Conclusion: The findings have implications for interventions designed to promote changes in health behaviour, as well as theoretical frameworks for understanding self-regulation.     

The roles of retribution and utility in determining punishment

Three studies examined the motives underlying people’s desire to punish. In previous research, participants have read hypothetical criminal scenarios and assigned “fair” sentences to the perpetrators. Systematic manipulations within these scenarios revealed high sensitivity to factors associated with motives of retribution, but low sensitivity to utilitarian motives. This research identifies the types of information that people seek when punishing criminals, and explores how different types of information affect punishments and confidence ratings. Study 1 demonstrated that retribution information is more relevant to punishment than either deterrence or incapacitation information. Study 2 traced the information that people actually seek when punishing others and found a consistent preference for retribution information. Finally, Study 3 confirmed that retribution information increases participant confidence in assigned punishments. The results thus provide converging evidence that people punish primarily on the basis of retribution.     

Returning a favor and retaliating harm: The effects of stated intentions and actual behavior

Two studies were carried out to determine the joint effects of an-other's stated intentions toward helping a person, and the amount of help the other actually gives a person, on the reciprocation of help. In Study I (n = 120) another person stated she intended to either help, not help, or did not state her intent; this person actually helped the subject a great deal or very little. The data showed subjects reciprocated solely on amount of actual help received (p < .001); however, questionnaire data revealed that when the past helper stated her intentions, regardless of whether the intent was to help or not to help, subjects showed less involvement with the situation. It was hypothesized that knowledge of the past helper's intent threatened the subject's freedom of choice with regard to reciprocation, which led subjects to ignore the intent in order to restore their freedom. Study II (n = 60) was a replication of Study I with the exception that the helper's intent, while stated, was discovered by subjects in such a way that they believed the helper unaware of the subject's knowledge. Both the other person's intent (p < .10) and her actual helping behavior (p < .001) were related to reciprocation. The results were interpreted in terms of Brehm's reactance theory, although other potential explanations were also explored.     

The Effects of Helper Intention on Gratitude and Indebtedness

Gratitude and indebtedness have often been equated in psychology. Emerging research, however, suggests that these emotions are experienced differently and occur in response to different situations (Gray, Emmons, & Morrison, 2001). The current set of experiments investigated the effects of helper intention on grateful and indebted reactions to a favor. Study 1 utilized scenario methodology to present participants with a favor that was given with benevolent or ulterior motives. Participants felt significantly more grateful when the helper had benevolent intentions. Reactions of indebtedness did not vary as a function of helper intention. In Study 2, participants recalled favors that had been done for them for either unselfish or selfish reasons. Participants reported significantly more gratitude for the favor when they were instructed to recall an unselfish favor. Levels of indebtedness were not affected by helper intention. Study 3 provided participants with an ambiguous favor scenario to better assess individuals' natural reactions to receiving help, and replicated the results of Study 1. Together, these three experiments provide support for differences between grateful and indebted emotions.

心理账户的认知标签与情绪标签对消费决策行为的影响

Mental accounting is the set of cognitive operations used by individuals and households to organize, evaluate, and keep track of financial activities. Mental accounting proposes that people utilize a set of cognitive labels to evaluate their financial activities, each of which is associated with different preferences to consume (Levav & McGraw, 2009; Kahneman & Tversky 1984; Thaler 1985, 1990). Mental accounting researchers have shown that windfall gains are spent more readily and frivolously than ordinary income. Consumers prefer to spend their windfall gains on hedonic consumptions but spend their ordinary incomes on utilitarian consumptions. Levav and McGraw (2009) suggested that emotional accounting, including people’s feelings about money, also influences consumer choices. When people have negative feelings toward windfall, they opt to make utilitarian expenditures. However, the process of how cognitive (windfall or ordinary income) and affective (positive or negative emotion) tags interact in consumer behavior was not explored. This study proposes that both cognitive tag and affective tags in mental accounting affect consumer decision making. The objective of this study is to explore the interactive effect of cognitive and affective tags in mental accounting on consumer decision through four studies. In studies 1a and 1b, the effect of cognitive and affective tags in mental accounting on consumer decision making behavior was measured. Study 1a showed that the positive tag of windfall income is preferred for hedonic consumption, whereas the negative tag of windfall income is preferred for utilitarian consumption. Both positive and negative tags of ordinary income are preferred for utilitarian consumption. Study1b utilized a field study to examine actual consumption behavior. The results showed that when people received 15 Yuan RMB as ordinary income, they prefer to spend it on utilitarian consumption regardless of the positive or negative emotion they feel. However, they receive 15 Yuan RMB as windfall income, they prefer to use it for hedonic consumption in the positive emotion and for utilitarian consumption in the negative emotion. Studies 2a and 2b attempted to explore the reason of negative emotion can make windfall income turn from hedonic to utilitarian consumption. Study2a found that when people expect to feel guilty about spending windfall income on hedonic consumption, they would avoid hedonic consumption. Study2b found that when people felt guilty about windfall income, they tend to avoid hedonic consumption. Compared with the low guilt level group, the high guilt level group prefers to use windfall income for utilitarian consumption. These results suggest that cognitive and affective tags influence consumer behavior. The influence of cognitive tag on consumer decision presents the “cognition match effect”, whereas the influence of affective tag on consumer decision presents the “affect match effect”. Both tags also have an interaction effect on consumer decision. Guilt may be a mechanism that results in the negative tag of windfall being preferred for utilitarian consumption.     

Moral outrage mediates the dampening effect of system justification on support for redistributive social policies

To understand how and why people tolerate ongoing social and economic inequality, we conducted two studies investigating the hypothesis that system justification is associated with reduced emotional distress and a lack of support for helping the disadvantaged. In Study 1, we found that the endorsement of a system-justifying ideology was negatively associated with moral outrage, existential guilt, and support for helping the disadvantaged. In Study 2, the induction of a system-justification mind-set through exposure to "rags-to-riches" narratives decreased moral outrage, negative affect, and therefore intentions to help the disadvantaged. In both studies, moral outrage (outward-focused distress) was found to mediate the dampening effect of system justification on support for redistribution, whereas existential guilt (Study 1) or negative affect in general (Study 2; inward-focused distress) did not. Thus, system-justifying ideology appears to undercut the redistribution of social and economic resources by alleviating moral outrage.     

Residential mobility reduces ingroup favouritism in prosocial behaviour

People sometimes prioritize helping ingroup members over outgroup members, but sometimes they do not. The current research investigated whether residential mobility, a socioecological factor, would reduce ingroup favouritism in prosocial behaviour. In three studies, we found evidence supporting the causal role of residential mobility in reducing ingroup favouritism in prosocial behaviour. First, we found that participants in the residentially stable condition had stronger intentions to help ingroups than outgroups whereas this tendency was eliminated in the residentially mobile condition (Study 1). We replicated these findings by examining participants' money allocation in a dictator game and their actual helping behaviour in an additional request (Study 2). Furthermore, we explored the underlying mechanisms of the effect of residential mobility on ingroup favouritism in prosocial behaviour (Study 3). We found that the differentiation component of individual identity (i.e., distinctiveness and uniqueness from other people) explained the relation between individuals' moving history and ingroup favouritism in prosocial behaviour (Study 3), in which frequent moves increased differentiation, which in turn reduced ingroup favouritism in prosocial behaviour. Taken together, these studies indicate that residential mobility is powerful in shaping people's behaviour toward ingroups and outgroups, which advances the understanding of intergroup processes from a socioecological approach.