The Effect Of Self-benefit On Pro-social Reputation: The Moderating Effect Of Pro-social Costs

Reputation is essential for the establishment and maintenance of prosocial behavior among groups.Recent studies directly with the concept of prosocial reputation to explore pro-social benefits,it meant to show that it can increase the interpersonal trust,maintain good interpersonal relations,gain more social resources,in different environments play an important theory and practical significance.Now despite the research discusses the self benefit(material benefits and emotional benefits come in two forms)of prosocial behavior influence on the prosocial reputation,but few studies have focused on individuals in order to help others to give up or sacrifice what cost and price,namely,the current research focus on "gain" and lack of the "lost" have an effect on the prosocial reputation.Based on prospect theory,people are more sensitive to losses than gains experience,with the increasing of deviating from the reference point distance,the marginal value within the range of losses and gains are decreasing,namely,the diminishing marginal utility,so,when individuals face different price(lost),the self-benefit(gain)of prosocial behavior have an effect on the prosocial reputation will change,especially worth exploring as well as how to change.Based on it,this research regard adapted help others events as experimental material,respectively,on the foundation of the validation of material benefit and emotional benefit have an effect on the prosocial reputation,system to explore prosocial cost how to regulate the effect of self-benefit(material benefit and emotional benefit)on the prosocial reputation.This study is divided into two parts and eight experimental studies.Study explores 1 aimed at explore the prosocial price how to moderate the effects of material benefits on the prosocial reputation,including experimental 1 explore the material benefit have an effect on the prosocial reputation(baseline study),experiment 2 explore the behavior cost(experiment 2a monetary cost and experiment 2b time cost)plays an regulatory role between the self-benefit and the prosocial reputation,experiment 3 discuss the emotional cost plays an regulatory role between the self-benefit and the prosocial reputation.Study explores 2 aimed at explore the prosocial price how to moderate the effects of emotional benefit on the prosocial reputation,among them,experiments 4,experiment 5(5a and 5b)and experiment 6 were consistent with the four experiments in the study 1.The difference was that the study 2 explore the emotional benefit rather than material benefit.The result shows that:(1)self-benefit have an effects on the prosocial reputation.When individual have the material benefits,they have a lower prosocial reputation than non-material benefits;Whenindividual have the emotional benefit benefits,they have a higher prosocial reputation than non-material benefits.(2)Behavioral cost plays an regulatory role between the material benefit and the prosocial reputation,but emotional costs do not plays an regulatory role between the material benefit and the prosocial reputation,more precisely,the higher the behavioral cost,the greater influence of material benefits on the prosocial reputation.(3)Emotional cost plays an regulatory role between the emotional benefit and the prosocial reputation,only time cost of behavioral cost adjust the relationship between the emotional benefit and the prosocial reputation,more precisely,the lower the emotional cost,the greater the influence of emotional benefit on the prosocial reputation,the greater the difference between the emotional benefit and no emotional benefit;the higher the behavioral cost,the greater the influence of emotional benefit on the prosocial reputation,the greater the difference between the emotional benefit and no emotional benefit.In conclusion,the results showed that people consider the effect of prosocial reputation,not only consider the benefit of prosocial reputation,but should also fully consider the different types of prosocial cost plays an regulatory role between the self-benefit and the prosocial reputation,in order to weigh and choose between gains and losses.Based on this,this study put forward the multiple model among the self-benefit,prosocial cost and the prosocial reputation,for the better help individuals and organizations to know people's evaluation of the gain and loss in interpersonal interaction,so as to adjust individual's behavior and organizational management strategies,gain good reputation,optimized the benefits of individual and organization.