The Effects Of The (Non)Gain-(Non)Loss On Fairness Judgement-- The Moderator Role Of Self-regulatory

In recent years, factors affecting the fairness judgment have become a central issue of research for behavior decision-making. Previous studies indicate that the framing effect would affect people’s fairness judgment. However, previous studies didn’t discuss the effects of gain--non loss on fairness judgement. The three studies in this paper attempt to examine the perceived effects of the (non)gain-(non)loss on fairness judgement, and the possible moderator role of self-regulatory variable in shaping the relationship between outcome framing and valence.Preliminary experiment using single factor design explore the effect of framig on fairness judgement. The results show that people who face loss framing give lower score for fairness judgement than participants who face non-gain framing.In experiment 1, a 2(outcome valence:positive vs. negative) x 2(Frame:gain-related vs. loss-related) ANOVA was conducted to test the perceived effects of the (non)gain-(non)loss on fairness judgement and emotion. The results show that outcome valence and frame have a main effect on fairness judgement and emotion, when facing a positive outcome, the participants give a higher score for fairness judgement; when facing a negative outcome, the participants give a lower score for fairness judgement. Facing a gain-related framing, participants give a higher score for fairness judgement; whereas, when facing a loss-related framing, participants give a lower score for fairness judgement. However, results indicate that outcome valence and frame don’t have an interact effect on fairness judgement and emotion. According to planned contrasts, when compared with the participants who experienced a non-loss frame, the participants facing a gain frame felt more fairness and positive emotion; compared with the participants who experienced a non-gain frame, the participants facing a loss frame felt more unfairness and negative emotion.In experiment 2, a 2(regulatory focus:promotion vs. prevention)×2(outcome valence: positive vs. negative)× 2(Frame:gain-related vs. loss-related) ANOVA was conducted to examine the moderating effect of chronic regulatory focus. The results show that outcome valence and frame’ have a main effect on fairness judgement and emotion. And the asymmetry in the perception of losses versus non-gains and gains versus non-losses is affected by the individual’s promotion focus.In experiment 2, a 2(regulatory focus:promotion vs. prevention)×2(outcome valence: positive vs. negative)× 2(Frame:gain-related vs. loss-related) ANOVA was conducted to examine the moderating effect of situational regulatory focus. The results show that outcome valence and frame have a main effect on fairness judgement and emotion. Moreover, individual’s situational regulatory focus moderate the asymmetry perception of losses versus non-gains and gains versus non-losses in fairness judgement. In other words, the gain versus non-loss asymmetry in perceived fairness and positive emotion is stronger in promotion focus, whereas the loss versus non-gain asymmetry in perceived unfairness and negative emotion is stronger in prevention focus.