Social Constraint as a Determinant of Charitable Behavior

Abstract

Social psychologists have long recognized the influence of social constraint or evaluarion apprehension, the presence of expectations of significant others in the actor's psychological environment, on attitudes and behavior (Warner & De Fleur, 1969). The present study was designed to investigate the effect of social constraint on behavior, conduct intended to benefit another person at a cost to the actor with little possibility of material reimbursement or reward. In this regard, charity is a widely accepted expectation which has become deeply ingrained in American culture and institutionalized as desirable and appropriate conduct (Leeds, 1763). Therefore, it was hypothesized that high social constraint produces greater charitable behavior than low social constraint. To test this hypothesis, 64 Boston University freshmen were contacted during a regularly scheduled class and were asked in writing for contributions of money to a Biafran relief fund whose avowed purpose was to reduce starvation and provide medical facilities among Biafran civilians. The amount of money contributed by each S was employed as the dependent variable measure. To create a condition of high social constraint. one-half of the Ss were told that a list of contributors would be wsted in the main hallway of their classroom building; to produce low social constraint, one-half of the Ss were told that donors would not be identified individually. Money was collected in individually identified envelopes and donated to the charity specified. A 2 X 2 analysis of variance of charitable behavior (social constraint X sex) yielded a significant main effect for social constraint (P = 5.04, df = 1/60, p < .O5). As hypothesized, Ss under high social constraint were significantly more charitable (M = 9.36) than Ss under low social constraint (M = S.23). In addition, female Ss tended to be more charitable (M = 8.37) than their male counterparts (M = $.27), though at a borderline level of significance (F = 3.73, df = 1/60, p < .lo). Beyond their implications for charitable organizations seeking ro enlist contributors, present results demonstrate the important influence of Durkheim's (1950) conception, long held by social psychologists and sociologists alike, that constraints imposed by the collective expectations of others have a power of coercion over interacting individuals. More specifically, these findings indicate that such individuals are more likely to give monetary assistance when they anticipate being evaluated by their peers. As a related matter, one might investigate the interaction between personality of donor (e.g., social desirability) and social constraint on charitable behavior as well as ocher forms of helping. That females tended to be more charitable than males is consistent with previous data which suggest that the female role is particularly associated with heightened sensitivity co the problems of others (Schopler, 1767).