The Effect Of Different Emotions,Social Value Orientation And Social Distance On Donor Behavior

Objective:With the improvement of the basic moral theory,psychologists have been furthering their study on psychological factors of moral behavior.As an important aspect of moral behavior,the donor behavior has also received wide attention.This study examines the effects of college students on donor behavior from two aspects:individual emotion and social value orientation.At the same time,social distance is also the foc.us of donor behavior research.On this basis,this paper attempts to explore the influence of different emotions,social value orientation and social distance on the donor behavior of college students.Methods:In experiment 1,based on the individual emotional factors which affect donor behavior,the emotion-induced method(watching the video and recalling the imagination task)and scenario approach of donating stories were used,and the mixed design of 3(Emotion:positive vs neuter vs negative)× 2(Social distance:familiar vs stranger)was adopted to investigate the effect of different emotions and social distance on college students' donor behavior.In experiment 2,based on the motivation orientation factors which affect donor behavior,the social value orientation questionnaire and scenario approach of donating stories were used,and the mixed design of 2(Social Value Orientation:pro-social type vs self-type)× 2(Social distance:familiar vs stranger)was adopted to explore the effect of social value orientation and social distance on college students' donor behavior.Results:(1)There were significant differences in college students'donation behavior owing to different social distances---compared with strangers,college students are more willing to donate to familiar ones;(2)There were interaction between emotion and social distance,which both influenced the donor behavior of college students;(3)There were interaction between social value orientation and social distance,which both influenced the donor behavior of college students;(4)The motivation of college students' donor behavior was based on resultsrather than rules.Conclusions:(1)There is a contrast effect of different social distance as for college students' donating behavior,possibly suggesting that the social distance affects the donor behavior.(2)Under the positive emotion condition,the college students are more willing to donate to the familiar people;while under the negative emotion condition,college students are more willing to donate to strangers.(3)No matter students belong to a pro-social type or a personal type,college students have a stronger willingness to donate to familiar people.As for strangers,the willingness of pro-social college students to donate is stronger.(4)College students'motivation of donor behavior has obvious altruistic tendency.