Understanding and encouraging motivation for prosocial behavior is an important issue. This research shows that recipient group membership moderates the effect of power on prosocial behavior. Across four studies using different manipulations of power, different samples, and various scenarios, we find that consumers in high-power states show a similar tendency to assist in-group and out-group recipients. However, consumers in low-power states are more likely to help in-group recipients (Study 2 & 4). We further find that consumers in low-power states help others to meet their reciprocity motive, and helping in-group rather than out-group members can satisfy this motive. This difference is less salient for high-power consumers because they help others to satisfy their self-enhancement motive (Study 1 & 3). The findings are helpful to understand people’s distinctions in prosocial conduct.
Keywords:Power state,Prosocial behavior, Group membership,Self-enhancement,Reciprocity
本文发表于Journal of Business Research 2020年第1期，朱华伟为本论文的通讯作者。本期刊为JCR一区期刊，澳门新葡亰手机版B+类奖励期刊。