The Influence Of Sociality Mental Modes On Charitable Donation

People often get along with others in different sociality mental modes---communal mode and market mode.Three experiments were conducted in this study to investigate the effects of sociality mental modes and costs on charitable donation.In Experiment1,we explore the effects of sociality mental modes on charitable donation by concept priming and picture priming.The results show that charitable donation is affected by sociality mental modes.Whether concept priming or picture priming,market mode is lower than control group.However,there is no difference between communal mode and control group.In Experiment 2,we explore the effects of sociality mental modes and the costs on charitable donation.The results show that charitable donation is not affected by sociality mental modes in the low-cost and the mediumcost condition.In the high-cost condition,market mode is lower than communal mode and control group.However,there is no difference between communal mode and control group.In Experiment 3,we used EEG to explore the effects of sociality mental modes and the costs on charitable donation.The results showed that the influence of sociality mental modes and cost on charitable donation did not differ in the proportion of donations,but in the response time.In the high-cost condition,the response time in market mode is lower than in control group.However,there is no difference between the lowcost and the medium-cost condition.In the high-cost condition,market mode evoke a larger LPP amplitude than control group.However,there is no difference between communal mode and control group.These results reveal that sociality mental modes impact charitable donation.But cost can moderate the effects of sociality mental modes on charitable donation.In the high-cost condition,people in market mode are inclined to focus on the personal costs and benefits,and weaken the individual’s pro-social behavior motivation.