心理学报2025，Vol.57Issue(4)：526-543,18.DOI:10.3724/SP.J.1041.2025.0526
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
摘要
Abstract
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 investigate whether temporal landmarks affected conspicuous prosocial or other conspicuous behaviors.Experiment 3(N=194,127 females)employed a single-factor(temporal landmarks:start vs.end)between-subjects design,with both groups completing the experiment on July 1.The difference between the start and end groups was that the former emphasized the beginning of the month,whereas the latter emphasized Saturday.The participants reported their self-monitoring levels,situational public self-awareness,and willingness to engage in conspicuous prosocial behavior. Experiment 1a revealed that individuals preferred to purchase conspicuous prosocial products when initiating start(vs.end)temporal landmarks.Experiment 1b indicated that participants in the start group(end group)were more willing to leave an e-mail to make an appointment to donate hematopoietic stem cells under the public(anonymous)condition.Experiment 1c demonstrated that at the beginning of a period,participants were more likely to make charitable donations and give higher amounts when the donors'names were disclosed.Experiment 2a illustrated that the above effects were driven by situational public self-awareness.The beginning of a period motivated participants'public self-awareness,making them more inclined to engage in conspicuous prosocial behaviors.Experiment 2b indicated that the start temporal effect existed only for conspicuous prosocial goods(vs.luxury goods vs.control condition).Experiment 3 examined the moderating role of self-monitoring levels.Individuals with high self-monitoring were more inclined to engage in conspicuous prosocial behavior at the beginning(vs.end)of a period,whereas,for individuals with low self-monitoring levels,temporal landmarks did not effectively influence their conspicuous prosocial behavior. This study reveals the relationship between temporal landmarks and conspicuous prosocial behavior,which has theoretical implications for the literature on temporal landmarks and conspicuous prosocial behavior as well as provides practical guidance for marketing managers to encourage individuals to engage in prosocial actions corresponding to temporal landmarks.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Key words
temporal landmarks/conspicuous prosocial behavior/situational public self-awareness/self-monitoring分类
心理学引用本文复制引用
蒯玲,卫海英,姚琦,肖婷文,谢升成..时间标志对炫耀性亲社会行为意愿的影响[J].心理学报,2025,57(4):526-543,18.基金项目
国家社会科学基金重点项目(24AGL031)资助. （24AGL031）
