Niu Nana, Zhong Yiping, Li Jin, Li Mei, Fan Wei
Department of Psychology, Hunan Normal University, Changsha 410081, China; Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China; Institute of Interdisciplinary Studies, Hunan Normal University, Changsha 410081, China.
Department of Psychology, Hunan Normal University, Changsha 410081, China; Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China; Institute of Interdisciplinary Studies, Hunan Normal University, Changsha 410081, China.
Brain Cogn. 2025 Mar;184:106259. doi: 10.1016/j.bandc.2024.106259. Epub 2025 Jan 6.
With the increasing urgency of environmental degradation, it is crucial to investigate whether and why individuals from different socioeconomic statuses (SES) engage in environmental donations within social contexts to develop targeted strategies that promote environmental sustainability. However, the psychological mechanisms and neural activities underlying environmental donations across SES in social contexts remain unclear. The current study randomly assigned participants to high (low) SES groups and asked them to complete the environmental donation task in the (non) observable contexts while the electroencephalogram was recorded. Behaviorally, this study revealed that the presence of others promoted environmental donations in the low-cost condition and the average donations and acceptance rates were influenced by costliness. The ERP results indicated that high-SES individuals exhibited more negative N2 in the observable condition than in the non-observable condition. At the later stage, social observation modulated the neural activity evoked by donation decision making, with high-SES individuals showing larger P3 and late positive potentials (LPP) in the observable (vs. non-observable) condition. These findings suggest that public service institutions can implement targeted fundraising strategies that consider motivational differences among individuals with different SES, such as creating cost-effective environmental scenarios for low-SES individuals and designing reputation-enhancing situations for high-SES individuals.
随着环境退化的紧迫性日益增加，调查来自不同社会经济地位（SES）的个体在社会背景下是否以及为何进行环境捐赠，以制定促进环境可持续性的针对性策略至关重要。然而，社会背景下跨SES的环境捐赠背后的心理机制和神经活动仍不清楚。本研究将参与者随机分配到高（低）SES组，并要求他们在脑电图记录的同时，在（非）可观察的背景下完成环境捐赠任务。行为学上，本研究表明他人的存在促进了低成本条件下的环境捐赠，平均捐赠和接受率受成本影响。ERP结果表明，高SES个体在可观察条件下比在不可观察条件下表现出更多的负N2。在后期，社会观察调节了捐赠决策引发的神经活动，高SES个体在可观察（与不可观察）条件下表现出更大的P3和晚期正电位（LPP）。这些发现表明，公共服务机构可以实施有针对性的筹款策略，考虑不同SES个体之间的动机差异，例如为低SES个体创造具有成本效益的环境场景，为高SES个体设计提升声誉的情境。
