道德一致或道德平衡?关于企业家捐赠的研究  

Moral Consistency or Moral Balance?A Test Based on Entrepreneurs' Donations

作　　者：张光曦[1] ZHANG Guang-xi(School of Economics and Management,Zhejiang University of Technology,Hangzhou 310023,China)

机构地区：[1]浙江工业大学经贸管理学院,杭州310023

出　　处：《应用心理学》2018年第3期221-233,共13页Chinese Journal of Applied Psychology

基　　金：浙江省社科规划课题(19NDJC209YB);国家自然科学基金(71502167);浙江省自然科学基金(LQ16G020010);浙江省社科规划‘之江青年课题’研究成果(16ZJQN037YB);浙江省教育厅科研项目(Y201430901)

摘　　要：本研究试图化解道德一致与道德平衡间的争议。研究一通过实验发现绝对捐赠额高的被试在下一次捐赠中也保持较高的绝对捐赠额。相比前一个时间点的捐款额增加会导致下一个时间点的捐款额减少。研究二通过对福布斯中国慈善榜的分析发现在t年度捐款多的企业家在t+1年可能有较多的捐赠。但与t-1年度相比t年度企业家捐款增加会导致t+1年度的企业家捐款额减少。研究二显示道德平衡还受到慈善榜中的社会比较信息的调节。The primary goal of the current research is to resolve the debate between moral consistency and moral balance.Study 1 found that participants who displayed high absolute level of donation continued the high absolute level of donation in the next time point.An increase in donation was likely followed by a decrease in donation.Based on archive data on Forbes China Charity List,Study 2 indicated that the entrepreneurs who contributed high donations in year t were likely to offer high donations in year t+1.However,an increase in donations in year t compared with the year t-1 was likely to induce a decrease in donation in year t+1.Also,Study 2 suggested that moral balance was regulated by the social comparison information in the charity lists.

关 键 词：捐赠 道德一致 道德平衡 社会比较 企业家 地位 

分 类 号：B849[哲学宗教—应用心理学]