Lönnqvist Jan-Erik, Walkowitz Gari, Wichardt Philipp, Lindeman Marjaana, Verkasalo Markku
Department of Psychology, University of Helsinki, Helsinki, Finland.
Br J Soc Psychol. 2009 Sep;48(Pt 3):525-46. doi: 10.1348/014466608X377396. Epub 2008 Nov 13.
Three studies predicted and found that the individual's conformism values are one determinant of whether behaviour is guided by other personal values or by social norms. In Study 1 (N=50), pro-gay law reform participants were told they were either in a minority or a majority in terms of their attitude towards the law reform. Only participants who were high in conformism values conformed to the group norm on public behaviour intentions. In studies 2 (N=42) and 3 (N=734), participants played multiple choice prisoner's dilemma games with monetary incentives. Only participants who considered conformism values to be relatively unimportant showed the expected connections between universalism values and altruistic behaviour. Study 3 also established that the moderating effect of conformism values on the relation between universalism values and altruistic behaviour was mediated through experienced sense of moral obligation.
三项研究预测并发现，个体的从众价值观是行为受其他个人价值观还是社会规范引导的一个决定因素。在研究1（N = 50）中，支持同性恋法律改革的参与者被告知，就他们对法律改革的态度而言，他们要么属于少数派，要么属于多数派。只有从众价值观高的参与者在公共行为意图上符合群体规范。在研究2（N = 42）和研究3（N = 734）中，参与者在有金钱激励的情况下玩多项选择囚徒困境游戏。只有那些认为从众价值观相对不重要的参与者才表现出普遍主义价值观与利他行为之间的预期联系。研究3还确定，从众价值观对普遍主义价值观与利他行为之间关系的调节作用是通过道德义务感来介导的。
