Department of Cognitive Sciences, University of Haifa, 3498838, Haifa, Israel.
UCL Institute of Cognitive Neuroscience, University College London, London, WC1N 3AZ, UK.
Sci Rep. 2020 Oct 20;10(1):17813. doi: 10.1038/s41598-020-74857-5.
Theoretical works in social psychology and neuroscientific evidence have proposed that social rewards have intrinsic value, suggesting that people place a high premium on the ability to influence others. To test this hypothesis, we asked whether, and under what conditions, people are willing to forgo monetary reward for the sake of influencing others' decisions. In four experiments, online and lab-based participants competed with a rival for influence over a client. The majority of participants sacrificed some of their financial reward to increase their chance of being selected over their rival within the experiment. Willingness to pay was affected by the participant's current level of influence and performance, as participants were most likely to pay to promote their competence after having given good advice that had been ignored by the client using a situation where monetary incentives fail to explain human motivations, our experiments highlight the intrinsic value of social influence.
社会心理学和神经科学的理论研究提出，社会奖励具有内在价值，这表明人们非常重视影响他人的能力。为了检验这一假设，我们研究了人们是否愿意为了影响他人的决策而放弃金钱奖励，如果愿意，是在什么条件下愿意放弃。在四项实验中，线上和实验室参与者与竞争对手竞争，以影响客户。大多数参与者愿意放弃部分经济奖励，以增加他们在实验中被选中的机会，超过竞争对手。支付意愿受到参与者当前影响力和表现的影响，因为当参与者在客户忽视他们的建议后，提供了好的建议，他们最有可能支付费用来提高自己的能力，而这种情况下，金钱激励并不能解释人类的动机。我们的实验突出了社会影响力的内在价值。
