时间标志对炫耀性亲社会行为意愿的影响  

The impact of temporal landmarks on the willingness of conspicuous prosocial behavior

作　　者：蒯玲 卫海英[1,2] 姚琦 肖婷文 谢升成 KUAI Ling;WEI Haiying;YAO Qi;XIAO Tingwen;XIE Shengcheng(School of Management,Jinan University,Guangzhou 510632,China;Research Institute on Brand Innovation and Development of Guangzhou,Guangzhou 510632,China;School of Economics and Management,Chongqing Jiaotong University,Chongqing 400074,China;School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330032,China)

机构地区：[1]暨南大学管理学院,广州510632 [2]广州品牌创新发展研究基地,广州510632 [3]重庆交通大学经济与管理学院,重庆400074 [4]江西财经大学工商管理学院,南昌330032

出　　处：《心理学报》2025年第4期526-543,共18页Acta Psychologica Sinica

基　　金：国家社会科学基金重点项目(24AGL031)资助。

摘　　要：个体参与炫耀性亲社会行为的意愿会受到环境因素的影响。基于自我意识理论和高成本代价信号理论,本文探索了时间标志对炫耀性亲社会行为意愿的影响。通过6个实验,结果证实:在一段时间的开始(vs.结束),个体更倾向于从事炫耀性亲社会行为(实验1a、实验1b和实验1c)。其解释机制在于开端时间标志会激发个体的状态性公我意识(实验2a和实验2b)。进一步分析发现,自我监控在上述影响中发挥调节作用,对于低自我监控者,时间标志的启动难以有效地影响参与者的炫耀性亲社会行为意愿(实验3)。本文拓展了时间标志与炫耀性亲社会行为的相关研究,同时为慈善组织或企业在关键时间节点策划公益营销活动提供实践指导。Conspicuous prosocial behavior refers to prosocial behavior that expresses a positive self-image to others through public display.Previous studies have focused on the impact of individual psychological factors on conspicuous prosocial behavior.However,individuals’participation in conspicuous prosocial behaviors changes under the influence of contextual factors.Based on self-awareness theory and costly signaling theory,this study explores the mechanism and boundary condition under which the situational factor of temporal landmarks affects the willingness to engage in conspicuous prosocial behavior.Six experiments were conducted to test this study’s hypotheses.Experiments 1a,1b,and 1c explored the effects of temporal landmarks on the willingness to engage in conspicuous prosocial behavior.Experiment 1a(N=140,84 females)employed a 3(temporal landmarks:start vs.end vs.control,between groups)×2(recycling sign:yes vs.no,within groups)mixed experimental design wherein participants were randomly assigned to the start group(6:00~9:00),end group(19:00~22:00),and control group(rest of the day).Experiment 1b(N=198,123 females)employed a 2(temporal landmarks:start vs.end)×2(conspicuous:public vs.anonymous)between-subjects design to validate the effect of the start/end of the month on the behavior of publicly donating hematopoietic stem cells.Experiment 1c(N=195,117 females)employed a 2(temporal landmarks:start vs.end)×2(conspicuous:public vs.anonymous)between-subjects design to explore the impact of participants’donation intention and amount on Monday/Friday in the public/anonymous context.Experiment 2a(N=141,103 females)employed a single-factor(temporal landmarks:start vs.end)between-subjects design that used conspicuous kindness as an indicator of conspicuous prosocial behavior and measured participants’situational public self-awareness.Experiment 2b(N=249,172 women)employed a 2(temporal landmarks:start vs.end)×3(conspicuous products:prosocial products vs.luxury goods vs.control)between-subjects design to invest

关 键 词：时间标志 炫耀性亲社会行为 状态性公我意识 自我监控 

分 类 号：B849[哲学宗教—应用心理学] C91[哲学宗教—心理学]