Hung Iris W, Faust Natalie T
Department of Marketing, The Chinese University of Hong Kong, Shenzhen, China.
Department of Marketing, Nova School of Business and Economics, Carcavelos, Portugal.
Sci Rep. 2024 Dec 4;14(1):30244. doi: 10.1038/s41598-024-82134-y.
The effects of beauty on judgment and behavior are well-established and somewhat "unidirectional" (i.e., it seems that only beautiful people reap social benefits). In particular, a person's beauty does not seem to have any effect on his/her own prosocial behavior. In the current research, we focus on how people relate themselves to beauty, namely beauty mindset, and how it may shape prosocial and altruistic behavior. We present 10 experiments (N = 4,449). Participants who hold a beauty growth-mindset (i.e., believing that beauty is improvable) donated more money to charity (vs. fixed-mindset), were more likely to get vaccinated against COVID-19 after exposure to an intervention focusing on herd-protection (vs. self-protection), and showed increased intention to engage in other forms of prosocial and altruistic behavior. Empirically, these effects are mediated by a self-perception of the ability to exert impact on others. The present research serves as a starting point for investigating how beauty growth-mindset brings profound societal effects such as promoting prosociality.
美貌对判断和行为的影响已得到充分证实，且具有一定的“单向性”（即似乎只有美貌的人才能获得社会利益）。具体而言，一个人的美貌似乎对其自身的亲社会行为没有任何影响。在当前的研究中，我们关注人们如何将自己与美貌联系起来，即美貌心态，以及它如何塑造亲社会和利他行为。我们展示了10个实验（N = 4449）。持有美貌成长型心态（即相信美貌是可以改善的）的参与者比持有固定型心态的参与者向慈善机构捐赠了更多的钱，在接触到以群体保护为重点的干预措施（与自我保护相比）后，更有可能接种新冠疫苗，并表现出参与其他形式亲社会和利他行为的意愿增加。从经验上来说，这些影响是由对自己对他人施加影响能力的自我认知所介导的。本研究作为一个起点，用于调查美貌成长型心态如何带来促进亲社会性等深远的社会影响。
