社会规范对个体行为的影响及作用机制——一个基于行为经济学视角的研究综述  

The Influence and Mechanisms of Social Norms on Individual Behavior—A Literature Review Based on Behavioral Economics

作　　者：姚宇[1] 苗静云 刘振华[1] Yu Yao;Jingyun Miao;Zhenhua Liu

机构地区：[1]陕西师范大学国际商学院,陕西省西安市710119

出　　处：《产业经济评论(山东大学)》2024年第2期123-139,共17页Review of Industrial Economics

基　　金：教育部人文社会科学一般项目:“亿户时代”商家我国弱势人群现象研究(20YJA790032)

摘　　要：与基于文化制度冲突或社会功能失效的失范理论和基于个人基因或心理成长的越轨理论不同,行为经济学将社会规范研究的重心转向了如何通过社会规范实现“规则之治”,即社会规范如何具体地影响个人并发挥它所期望的社会作用。本文基于Schwartz (1977)规范激活理论和Stern (2000)“价值—信念—规范”模型,构建了一个个体社会规范激活研究的文献梳理架构,将已有社会规范作为一种外部社会环境对个体内在价值观的刺激过程包含在了个体社会规范激活分析之中,从后果认知和责任归属两条作用机制路径对近年来基于行为实验的社会规范文献进行了归纳和总结,旨在为有效发挥社会规范的社会治理作用提供具有支撑性的理论依据,也希望为进一步的社会规范研究发现一些可行的方向。Different from anomic theories based on the conflict of cultural insti-tutions or the failure of social functions and deviant theories based on individual genes or psychological growth,behavioral economics has shifted the focus of social norm research to how to achieve“rule of law”through social norms.Specifically,it explores how social norms affect individuals and fulfill their desired social roles.Based on Schwartz's(1977)normative activation theoryand Stern’s(2000)“value belief norm”model,this paper constructs a literature review framework for individual social norm activation research,which includes the stimulation process of social norms(as an external social environment)on individual intrinsic values in the analysis of individual social norm activation.Through two mechanisms of outcome cognition and responsibility attribution,it summarizes the social norms literature on behavioral experiments in recent years.Our research aims to provide a supportive theoretical basis for effectively leveraging the social governance role of social norms,and also hopes to discover some feasible directions for further research on social norms.

关 键 词：社会规范 社会规范激活理论 后果认知 责任归属 

分 类 号：F069.9[经济管理—政治经济学] C912.3[社会学]