Helping Fellow Beings: Anthropomorphized Social Causes and the Role of Anticipatory Guilt
- Title
- Helping Fellow Beings: Anthropomorphized Social Causes and the Role of Anticipatory Guilt
- Author
- 안희경
- Keywords
- anthropomorphism; prosocial behavior; anticipatory guilt; CONNECTEDNESS; MEDIATION; REGRET; SHAME; SELF; BIAS; MIND
- Issue Date
- 2014-01
- Publisher
- SAGE PUBLICATIONS INC, 2455 TELLER RD, THOUSAND OAKS, CA 91320 USA
- Citation
- PSYCHOLOGICAL SCIENCE; JAN 2014, Vol.25, No.1, p224-p229, 6p.
- Abstract
- People are often reluctant to comply with social causes because doing so may involve personal sacrifices of time, money, and effort for benefits that are shared by other members of society. In an effort to increase compliance, government agencies and public institutions sometimes employ financial tools to promote social causes. However, employing financial tools to induce prosocial behavior is expensive and often ineffective. We propose that anthropomorphizing a social cause is a practical and inexpensive tool for increasing compliance with it. Across three prosocial contexts, we found that individuals exposed to a message from an anthropomorphized social cause, compared with individuals exposed to a message relating to a nonanthropomorphized social cause, were more willing to comply with the message. This effect was mediated by feelings of anticipatory guilt experienced when they considered the likely consequences of not complying with the cause. The theoretical and practical implications of these findings are discussed.
- URI
- http://journals.sagepub.com/doi/pdf/10.1177/0956797613496823http://hdl.handle.net/20.500.11754/47521
- ISSN
- 0956-7976
- DOI
- 10.1177/0956797613496823
- Appears in Collections:
- GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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