善行的边界：社会与市场规范冲突中的公益选择--基于上海交通大学学生的研究

The Boundaries of Good Deeds:Public Good Choices in Conflicts between Social Norms and Market Norms-A Study of Students from Shanghai Jiao Tong University

在社会与市场规范冲突的测试情境中,观察公益成本、决策场合在行为规范影响公益意愿过程中所起的调节作用。研究发现,在低成本、高社会化场合条件下,公益意愿最高;在低成本、低社会化场合条件下,公益意愿次高;在高成本、社会规范条件下,公益意愿次低;在高成本、市场规范条件下,公益意愿最低。引入场合和成本做调节变量,可显著提高对利他选择的预测力。

This study looks at the moderating role of public-good costs and decision-making settings in the process by which behavioral norms affect public good predispositions in a test scenario involving conflicts between social norms and market norms.The results show that public-good predisposition is highest under low-cost and high-socialization conditions ;it is second highest under low-cost and low-socialization conditions ;it is second lowest under high-cost and social-norm conditions ;and it is lowest under high-cost and market-norm conditions.The introduction of settings and costs as moderating variables can significantly improve the predictability of altruistic choices.