Jiao Jingjing, Zhao Jun
School of Economics and Management, South China Normal University, Guangzhou 510006, China.
Behav Sci (Basel). 2023 Feb 14;13(2):169. doi: 10.3390/bs13020169.
Studies have demonstrated the influence of the cultural values of individualism and collectivism on individuals' economic behavior (e.g., competition and trade). By using individualistic and collectivistic texts to prime participants' minds in a lab experiment, we investigated the impact of the cultural values of individualism and collectivism on allocation behavior in an ultimatum game (UG) and dictator game (DG). In the dictator game, we found that participants in the collectivism-priming condition reported a slightly higher mean offer than in the individualism-priming condition, and participants had an average higher acceptance rate of the proposers' offer in the collectivism-priming (vs. individualism-priming) condition in the ultimatum game. Our findings suggest that participants exhibit more altruistic allocation behavior and are more tolerant of unfair allocation behavior after being primed by the collectivistic (vs. individualistic) texts. In comparison with participants who did not undergo initiation, we also found that Chinese participants who had been influenced by collectivist values for a long time remained unaffected after the initiation of collectivism, but shifted their allocation behavior (i.e., showed decreased altruistic allocation behavior and reduced tolerance of unfair allocation behavior) when individualism was primed.
研究表明个人主义和集体主义的文化价值观对个人的经济行为（如竞争和贸易）有影响。通过在实验室实验中使用个人主义和集体主义文本启动参与者的思维，我们研究了个人主义和集体主义的文化价值观对最后通牒博弈（UG）和独裁者博弈（DG）中分配行为的影响。在独裁者博弈中，我们发现集体主义启动条件下的参与者报告的平均出价略高于个人主义启动条件下的参与者，并且在最后通牒博弈中，集体主义启动（相对于个人主义启动）条件下的参与者对提议者出价的平均接受率更高。我们的研究结果表明，在受到集体主义（相对于个人主义）文本启动后，参与者表现出更多的利他分配行为，并且对不公平分配行为更宽容。与未接受启动的参与者相比，我们还发现长期受到集体主义价值观影响的中国参与者在集体主义启动后没有受到影响，但在个人主义启动时改变了他们的分配行为（即表现出利他分配行为减少和对不公平分配行为的容忍度降低）。
