Fairness‐related behaviour modulation by friendship is moderated by American primes in Chinese participants

Empirical studies from the fields of psychology and behavioural economics indicate that people do not like being treated unfairly and may punish those who violate the norm, even at a cost to themselves. Recent research has emphasized the relationship effect on fairness‐related behaviour but has shown conflicting results and has not focused much on the characteristics of culture. This study used the cultural priming paradigm and the Ultimatum Game (UG) to explore whether cultural primes could moderate the relationship effect on fairness‐related decision making. We primed Chinese participants with either Chinese cultural symbols or American cultural symbols and asked them to play as responders with friends or strangers in the two‐party UG (experiment 1) or in the three‐party UG (experiment 2). Results from the two experiments confirm that Chinese participants accepted unfair offers more often when the offers were made by friends than when the offers were made by strangers. However, the relationship effect was diminished after American cultural priming. These results suggest that American primes can moderate the relationship effect on fairness‐related behaviour in Chinese people. This finding may shed new light on the likelihood of exiting from the heavy reliance on social relationships in Chinese society.