Materialism and Prosocial Behavior: The Moderating Role of Social Context

Chen Shasha; Zhao Yufang; Zhang Chao; Shi Yongheng; Nie Peiwen

doi:10.16719/j.cnki.1671-6981.20240519

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Journal of Psychological Science ›› 2024, Vol. 47 ›› Issue (5) : 1204-1212. DOI: 10.16719/j.cnki.1671-6981.20240519

Social，Personality & Organizational Psychology

Materialism and Prosocial Behavior: The Moderating Role of Social Context

Chen Shasha, Zhao Yufang, Zhang Chao, Shi Yongheng, Nie Peiwen

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Abstract

Materialism, as a self-enhancement value, is in conflict with the prosocial value, which belongs to the self-transcendence values. Increased materialism is often accompanied by a decrease in prosocial behavior. However, the driving force behind materialism can also lead individuals to engage in prosocial behavior. Materialists seek external approval to enhance their self-image. Prosocial behavior, when visualized, has signal value in that it displays positive social qualities to others, thus gaining approval and praise. Consequently, materialists may exhibit prosocial behavior in public context as a means of impression management. This study aims to investigate the moderating role of social context in the relation between materialism and prosocial behavior.
To explore the impact of social context on the relationship between materialism and prosocial behavior, three studies were conducted. Study 1 surveyed 489 college students using questionnaires to examine the correlation between materialism and self-reported overt and anonymous prosocial tendencies. Study 2 recruited 163 participants to investigate the causal relationship and observe actual prosocial behavior. Materialism scores were measured using the Materialistic Values Scale, and participants were placed in either public or anonymous setting. The Dictator Game was used to measure prosocial behavior, with fair behavior as the indicator. In Study 3, 148 participants had their materialism levels manipulated using an imagination-based paradigm before being assigned to public or anonymous contexts. The Public Goods Game was used to measure prosocial behavior, with cooperative behavior as the indicator.
The findings from Study 1 revealed a negative correlation between materialism and anonymous prosocial tendencies (p < .01) as well as overall prosocial tendencies (p < .05). Furthermore, high materialists exhibited significantly lower anonymous prosocial tendencies compared to low materialists (p < .01). However, no significant correlation was found between materialism and public prosocial tendencies (p > .05), and there was no significant difference between high and low materialism groups in public prosocial tendencies (p > .05). Study 2 indicated that social context moderated the relation between materialism and prosocial behavior. In the anonymous condition, the high materialism group exhibited significantly lower prosocial fair behavior compared to the low materialism group (p < .01). However, in the public condition, the prosocial fair behavior of the high materialism group increased and showed no significant difference with the low materialism group (p > .05). This pattern was further supported by Study 3. In the anonymous condition, the materialistic priming group showed significantly lower prosocial cooperative behavior compared to the control group (p < .01). Nevertheless, in the public condition, the prosocial cooperative behavior of the materialistic priming group increased and became comparable to that of the control group (p > .05). Collectively, three studies provided evidence that highly materialistic individuals exhibited distinct prosocial behaviors in anonymous and public situations.
This study adds to the self-serving motivation theory of prosocial behavior by showing that materialists can fulfill their need for positive self-construction through visualized prosocial behavior. In addition, it elucidates the contradictory relation between materialism and prosocial behavior from the perspective of social context, revealing the positive side of materialism. Furthermore, this study offers a breakthrough for materialists to break out of the cycle of "scarcity-materialism-scarcity".

Key words

materialism / prosocial behavior / social context

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Chen Shasha, Zhao Yufang, Zhang Chao, Shi Yongheng, Nie Peiwen. Materialism and Prosocial Behavior: The Moderating Role of Social Context[J]. Journal of Psychological Science. 2024, 47(5): 1204-1212 https://doi.org/10.16719/j.cnki.1671-6981.20240519

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