亲社会名声与亲社会行为

Prosocial reputation and prosocial behavior

亲社会名声是行动者获得的亲社会特质声誉,它有益于行动者的社会适应。行动者首先通过亲社会行为建立亲社会名声,亲社会名声又通过间接互惠和同伴选择过程对行动者产生外在激励作用,通过自我概念对行动者产生内在激励作用,进而促进其亲社会行为。行动者的贫富水平、亲社会行为的公开性、自我获益和宣传方式影响其亲社会名声的获得。未来研究应关注亲社会行为与亲社会名声之间的相互促进过程,探索行动者亲社会行为的代价与获益如何交互影响其亲社会名声;行动者的社会阶层如何通过对人们预期的影响而调节行动者的亲社会名声;亲社会名声促进亲社会行为的内在机制与边界条件。

Prosocial reputation is the evaluation that prosocial actors acquired regarding his/her prosocial traits. Actors establish prosocial reputation through prosocial behavior. Then prosocial reputation could generate extrinsic prosocial motivation of actors through indirect reciprocity and partner choosing process, and intrinsic prosocial motivation through self-concept. Thus, it could promote actors＇ prosocial behavior. The influencing factors of prosocial reputation include actors＇ resources at hand, publicity of prosocial behavior, personal benefits, and ways of advertising. Future research should focus on the mutual promotion between prosocial behavior and prosocial reputation, by exploring the interaction effect of the costs and the benefits of actors＇ prosocial behavior on prosocial reputation, the moderate effect of actors＇ social class（by affecting people＇s expectation） on the relationship between prosocial behavior and prosocial reputation, as well as the underlying mechanisms and boundary conditions of how prosocial reputation promotes actors＇ prosocial behavior.