Do images of 'watching eyes' induce behaviour that is more pro-social or more normative? A field experiment on littering.
Do images of 'watching eyes' induce behaviour that is more pro-social or more normative? A field experiment on littering.
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DOI：
10.1371/journal.pone.0082055
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发表时间：
2013
期刊：
影响因子：
3.7
通讯作者：
Nettle D
中科院分区：
文献类型：
--
作者：
Bateson M;Callow L;Holmes JR;Redmond Roche ML;Nettle D
眼睛的模糊图像使人们在各种情况下表现得更亲社会。然而，目前尚不清楚眼睛的作用是通过使人们普遍更加亲社会，还是通过使他们更有可能遵守当地规范。如果是后者，如果亲社会行为不是当地的常态，眼睛的图像有时可能会让人们不那么亲社会。为了区分这些假设，我们进行了一个实地实验，探讨是否操纵当地的描述性规范改变了眼睛的效果。我们在一个大学校园里记录了一个2 × 2的设计，丢弃垃圾的决定，比较的情况下，有和没有垃圾已经在地面上（操纵当地的描述规范），有和没有大的标志显示的图像观看眼睛。我们还记录了在每个乱扔垃圾的决定时附近潜在的人类观察者的数量。我们观察到一个规范的影响：在地面上的垃圾的存在增加乱扔垃圾，复制以前的研究结果。我们还发现，观看眼睛的图像可以减少乱扔垃圾的行为，尽管与之前的研究结果相反，这只是在周围有更多人的情况下。关于我们的中心目标，我们没有发现任何证据表明，在地面上的垃圾与眼睛的图像非加性地相互作用，以诱导增加乱扔垃圾的行为。因此，我们的数据支持的假设，眼睛的图像诱导更多的亲社会行为，独立于当地的规范。这一发现对眼睛图像在打击反社会行为中的应用具有积极意义。
Displaying images of eyes causes people to behave more pro-socially in a variety of contexts. However, it is unclear whether eyes work by making people universally more pro-social, or by making them more likely to conform to local norms. If the latter, images of eyes could sometimes make people less pro-social if pro-social behaviour is not the local norm. To separate these hypotheses we conducted a field experiment in which we explored whether manipulating a local descriptive norm altered the eyes effect. We recorded litter dropping decisions on a university campus in a 2 x 2 design, comparing situations with and without litter already on the ground (a manipulation of the local descriptive norm) and with and without large signs displaying images of watching eyes. We additionally recorded the number of potential human observers in the vicinity at the time of each littering decision. We observed a norm effect: the presence of litter on the ground increased littering, replicating previous findings. We also found that images of watching eyes reduced littering, although contrary to previous findings this was only when there were larger numbers of people around. With regard to our central aim, we found no evidence that litter on the ground interacted non-additively with images of eyes to induce increased littering behaviour. Our data therefore support the hypothesis that images of eyes induce more pro-social behaviour, independent of local norms. This finding has positive implications for the application of eye images in combating anti-social behaviour.
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影响因子：
5.1
作者：
Haley, KJ;Fessler, DMT
通讯作者：
Fessler, DMT
影响因子：
3.5
作者：
Rigdon, Mary;Ishii, Keiko;Kitayama, Shinobu
通讯作者：
Kitayama, Shinobu
DOI：
10.1098/rspb.1998.0312
发表时间：
1998-03-07
影响因子：
4.7
作者：
Roberts, G
通讯作者：
Roberts, G
影响因子：
7.6
作者：
CIALDINI, RB;RENO, RR;KALLGREN, CA
通讯作者：
KALLGREN, CA
影响因子：
3.7
作者：
Francey D;Bergmüller R
通讯作者：
Bergmüller R