行为可见增加利他偏好及其社会规范机制

在不同社会偏好类型中,研究者较为关注利他偏好及其信号功能。本研究探究在独裁者游戏中,决策者的利他偏好如何受到分配方案对接受者可见性的影响。实验1采用行为实验结合计算建模的方法,发现无论在选择或评分条件下,相比于行为不可见,当分配者的行为能够为接受者所见时,分配者都表现出更大程度的利他偏好。此外,相比于评分条件,在选择时人们更加在意分配效率。实验2仅使用选择条件,并操纵社会规范,发现行为可见增加利他偏好的作用依赖于利他的社会规范,当存在非利他社会规范时,行为可见的影响减小。本研究结果表明,在利他社会规范下,当行为对接受者可见时,人们将表现出更多利他偏好。

Social norm modulates the enhancement effect of behavioral visibility on altruistic preference

In social economic decisions, people not only care about their own payoffs but also the payoffs of others, a tendency termed altruistic preference. Numerous studies have shown that the sheer sense of being observed is sufficient to augment subjects’ altruistic choices. However, whether subjects’ altruistic behavior can be modulated by other stake-holders in the decision context remains unclear. In this study, we provide experimental evidence about the effects of visibility from receivers and social norms on the altruistic preference of the deciders in two studies. First, we confirmed the visibility effect originating from receivers on deciders’ altruistic preference in Study 1. In Study 2, we further showed that social norms modulated the effect of behavior visibility on deciders’ altruistic preference, suggesting a potential avenue via which social norms influence the relationship between behavioral visibility and altruistic preference.