Regulatory focus and social exchange in groups: A scenario experiment on donating behavior

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  • 制御焦点と集団内における社会的交換 : 寄付シナリオ実験による検討
  • セイギョ ショウテン ト シュウダン ナイ ニ オケル シャカイテキ コウカン : キフ シナリオ ジッケン ニ ヨル ケントウ

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Abstract

Social exchange in groups is important for the development and welfare of social groups. This study investigated the relationships between actors’ regulatory focus and their social exchange in groups. Based on the regulatory focus theory (Higgins, 1997), we hypothesized that people with promotion focus (self-regulation based on approaching benefit) would behave more prosocially and expect higher reciprocity in their groups than those with prevention focus (self-regulation based on avoiding cost or risk). Forty-one female students participated in the experiment. After manipulations of regulatory focus, participants responded to a series of questions regarding fictitious donation scenarios: (1) participants decided how much money they would donate to a victim of a natural disaster who belongs to the same university as participants; (2) they estimated how much money the victim would donate to the participants themselves (direct reciprocity) or another student (generalized indirect reciprocity) in a similar situation; and (3) how much money participants would receive from a third-party student in their university if they fell into the same situation in the future (socialized indirect reciprocity). A 2 (regulatory focus) × 3 (types of social exchange) ANOVA revealed that promotion-focused participants donated more money to the victim and expected higher reciprocity, especially in generalized indirect reciprocity, than those who were prevention-focused. The relationship between regulatory focus and preference for social exchange is discussed.

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