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Unobserved altruism: How self-signaling motivations and social benefits shape willingness to donate.
Journal of Experimental Psychology: Applied ( IF 2.813 ) Pub Date : 2020-01-09 , DOI: 10.1037/xap0000261
Jennifer Savary 1 , Kelly Goldsmith 2
Affiliation  

Public recognition is usually thought to motivate charitable giving. However, the current research identifies an important context in which the opposite occurs. We examine commonplace donation decisions involving modest amounts of money, which either take place in private, or are observed by others. We find robust evidence that public recognition can decrease donation likelihood. Furthermore, we demonstrate that this effect operates through a self-signaling mechanism: Public recognition creates ambiguity about whether the choice to donate is motivated by genuine altruism or the desire for recognition. As a result, public recognition can crowd out, or undermine, the self-signal of altruism, which in turn decreases donation rates. Finally, we test an important theoretical boundary, and show that when the social benefits associated with public recognition for donating are sufficiently valuable, the negative effects of public recognition attenuate. (PsycInfo Database Record (c) 2020 APA, all rights reserved).

中文翻译:

未观察到的利他主义:自我信号动机和社会福利如何塑造捐赠意愿。

公众认可通常被认为可以激励慈善捐赠。然而,目前的研究确定了一个重要的背景,在其中发生相反的情况。我们研究了涉及少量资金的常见捐赠决定,这些决定要么私下进行,要么被其他人观察到。我们发现强有力的证据表明公众认可可以降低捐赠的可能性。此外,我们证明了这种效应是通过自我信号机制起作用的:公众的认可对于捐赠的选择是出于真正的利他主义还是出于对认可的渴望产生了歧义。结果,公众的认可会排挤或破坏利他主义的自我信号,从而降低捐赠率。最后,我们测试了一个重要的理论边界,并表明当与公众认可捐赠相关的社会效益足够有价值时,公众认可的负面影响就会减弱。(PsycInfo 数据库记录 (c) 2020 APA,保留所有权利)。
更新日期:2020-01-09
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