How Consistent Contributors Inspire Individuals to Cooperate: The Role of Moral Elevation and Social Value Orientation

Qionghan Zhang, Yingyuan Chen, Yuan Tao, Tahir Farid and Jianhong Ma
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Qionghan Zhang: Department of Psychology and Behavioral Sciences, Zhejiang University, 866 Yuhangtang Road, Hangzhou 310058, China
Yingyuan Chen: Department of Psychology and Behavioral Sciences, Zhejiang University, 866 Yuhangtang Road, Hangzhou 310058, China
Yuan Tao: Department of Psychology and Behavioral Sciences, Zhejiang University, 866 Yuhangtang Road, Hangzhou 310058, China
Tahir Farid: Department of Psychology and Behavioral Sciences, Zhejiang University, 866 Yuhangtang Road, Hangzhou 310058, China
Jianhong Ma: Department of Psychology and Behavioral Sciences, Zhejiang University, 866 Yuhangtang Road, Hangzhou 310058, China

Sustainability, 2019, vol. 11, issue 7, 1-19

Abstract: Achieving cooperation to address social dilemmas has long been a global problem. This study examined, using an environment-focused step-level public-goods-dilemma game, the effect a consistent contributor (CC) has on group cooperation, as well as the mediating role moral elevation and the moderating role social value orientation (SVO) play in this process. A total of 196 students were recruited and classified as “pro-selfs” or “pro-socials” based on their SVOs; individuals with the same SVO characterization were randomly allocated to groups of four, and then randomly assigned to the CC condition or the control condition to play 15 rounds of public-goods-dilemma games. In the CC condition, additional computer-controlled players represented the CCs. The results showed that the CC groups cooperated and earned more than the control groups did. Multi-level mediation analysis confirmed that moral elevation partially mediates the CC effect. Although the CCs had a direct impact on both pro-socials and pro-selfs, multi-level moderated-mediation analysis demonstrated that CCs influenced pro-socials directly, but affected pro-selfs’ decision-making indirectly, through moral elevation. This study contributes to a better understanding of sustainability of cooperation in social dilemmas by showing that consistent cooperative behaviors are contagious, and that their effects differ based on an individuals’ SVO.

Keywords: consistent contributor; cooperation; environment; moral elevation; social value orientation; step-level public goods (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
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