“为逐利而追名”:社会观察和社会距离对亲环境行为的影响  

“Pursuing Reputation for Profit”:The Influence of Social Observation and Social Distance on the Pro-Environmental Behavior

作　　者：钟毅平[1,2] 李梅 李琎 谭敏[1,2] 范伟 李慧娥 Zhong Yiping;Li Mei;Li Jin;Tan Min;Fan Wei;Li hui'e(Department of Psychology,Hunan Normal University,Changsha,410081;Cognition and Human Behavior Key Laboratory of Hunan Province,Changsha,410081)

机构地区：[1]湖南师范大学教育科学学院心理系,长沙410081 [2]认知与人类行为湖南省重点实验室,长沙410081

出　　处：《心理科学》2022年第6期1398-1406,共9页Journal of Psychological Science

基　　金：国家社会科学基金重大项目(17ZDA326)的资助。

摘　　要：研究采用绿色消费范式考察社会观察对亲环境行为的影响以及社会距离的作用。实验1探讨有、无互惠的社会观察对亲环境行为的影响。结果发现无互惠的社会观察未对亲环境行为产生影响;而有互惠的社会观察条件下的亲环境行为大于无观察条件(控制条件)。实验2探讨社会距离和有互惠的社会观察对亲环境行为的影响。结果发现,当环境结果的承担者指向熟人和陌生人时,有互惠的社会观察条件下的亲环境行为大于控制条件,而当环境结果的承担者指向密友时无此差异。这些结果说明,社会观察情境下人们为了在将来获益,会出于名誉的策略考虑而做出更多的亲环境行为,而社会距离在其中起着调节作用。Pro-environmental behavior is often accompanied by some costs to individuals.Why are people willing to pay these costs?Previous research has shown that social observation is a crucial factor promoting pro-environmental behavior.However,the effect of social observation on proenvironmental behavior is not consistent.In particular,some researchers have found that social observation promotes pro-environmental behavior,whereas others have found that social observation did not affect pro-environmental behavior.Moreover,previous studies have found that prosocial behavior toward individuals with different social distances are driven by different kinds of other-regarding preferences.To examine possible causes of contradictions in previous research and to understand the mechanisms underlying pro-environmental behavior,two experiments were conducted to investigate the effect of social observation on pro-environmental behavior and the moderating effect of social distance.Experiment 1 explored the effect of social observation on pro-environmental behavior under the presence or absence of observers.This experiment was a 2(social context:social observation vs.control condition)within-participant factorial design.Participant was instructed to complete the Consumer Decision Task under social observation without or with reciprocity in Experiments 1a and 1b,respectively.Environmentally friendly products are more expensive than generic products,and the prices differ.Therefore,we conducted a repeated measure analysis of variance of 2(social contexts:social observation vs.control condition)×7(price level:25%vs.50%vs.75%vs.100%vs.125%vs.150%vs.175%).The results showed that social observation without reciprocity had no effect on pro-environmental behavior.However,the participants’pro-environmental behavior under social observation with reciprocity condition was greater than that without observation(control condition);but there was no interaction effect of social contexts and price level.Thus,we took the price level as the control var

关 键 词：社会观察 社会距离 亲环境行为 

分 类 号：B848.4[哲学宗教—心理学]