Abstract

Unlike other creatures, humans developed the ability to cooperate with genetically unrelated strangers and a tendency to comply with social norms. However, humans deviate from social norms in various situations. This study used the modified ultimatum game to explore why humans deviate from social norms and how their prosocial behavior can be promoted. In Study 1, participants were asked to imagine working with an anonymous counterpart to complete a task and obtain a certain amount of money (e.g., ¥10). The computer divided the money randomly in favor of the participant (e.g., 9:1 or 8:2). Participants should decide whether to accept or reject such a self-benefiting division. In the non-risk condition, an absolutely fair redivision of money would take place if participants reject self-benefiting division (e.g., 5:5 or 6:4). By contrast, in the risk condition, other-benefiting redivision of money (e.g., 1:9 or 2:8) would take place if participants rejected the self-benefiting division. Results involving 40 college students showed the main effect of condition. The frequency of accepting self-benefiting division in the risk condition was higher than that in the non-risk condition. As such, compliance with social norms is based on the preservation of material resources. In Study 2, we used economic or moral rewards to compensate for economic loss following compliance with the norm. Results involving 28 college students revealed a significant effect of compensation. The rewards, including moral praise, effectively decreased selfish choices. These findings extend previous studies on social norm compliance by emphasizing the importance of internal, fairness-based balance between material and moral needs, as well as the role of moral praise in promoting prosocial behavior.

Highlights

  • Rules of justice originate from regularities in behavior in relation to mutual interactions among humans (Hume, 1978)

  • In the risk condition, participants might repeatedly suffer negative outcome if they always rejected self-benefiting choice

  • Study 1 demonstrated that the positive at least neutral outcome for their initial action is the precondition of continuous prosocial behavior rather than the maximization of self-benefit

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Summary

Introduction

Rules of justice originate from regularities in behavior in relation to mutual interactions among humans (Hume, 1978). Convention refers to a general expectation of conformity to a particular regularity that everyone is interested in complying with (Sugden, 1986, 1998). Most of us resent individuals whose behaviors contradict expectations and conventions. Praise Promote Social Norm Compliance of people feel uneasy when they become the focus of resentment of others; their desire to avoid resentment can improve prosocial actions (Sugden, 1998; Fehr and Gächter, 2000). These social cognitions and emotions are related to the nature of social norms

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