The effect of the norm of reciprocity in deterring inconsiderate behavior : The gratitude message and knowledge of the sender's identity

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  • YUO Satoko
    Graduate School of Education and Developmental Science, Nagoya University:Japan Society for the Promotion of Science
  • YOSHIDA Toshikazu
    Graduate School of Education and Developmental Science, Nagoya University

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  • 送り手との互恵性規範の形成による社会的迷惑行為の抑制効果 : 情報源の明確な感謝メッセージに着目して
  • オクリ テ ト ノ ゴケイセイ キハン ノ ケイセイ ニ ヨル シャカイテキ メイワク コウイ ノ ヨクセイ コウカ : ジョウホウゲン ノ メイカク ナ カンシャ メッセージ ニ チャクモク シテ

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Abstract

This study examined whether the norm of reciprocity, which implies that people feel compelled to return favors, plays a role in deterring inconsiderate behavior. We predicted that both gratitude messages, such as "Thank you for parking your bike in a straight line," and knowledge of the sender's identity facilitate reciprocation and thus deter inconsiderate behavior. Participants (N=191) were randomly assigned to read one of four descriptions. These descriptions reflected a 2 (messages: gratitude vs. prohibition)×2 (sender identity: clear vs. ambiguous) between-participants design. The participants subsequently rated the extent to which they were likely to engage in inconsiderate behavior in a given situation. As predicted, when the sender's identity was clear, the participants exposed to a gratitude message tended to refrain from inconsiderate behavior by invoking the norm of reciprocity. We also discuss the effectiveness and implications of the norm of reciprocity as a deterrent of inconsiderate behavior.

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