Images of eyes enhance investments in a real-life public good.
Images of eyes enhance investments in a real-life public good.
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DOI：
10.1371/journal.pone.0037397
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发表时间：
2012
期刊：
影响因子：
3.7
通讯作者：
Bergmüller R
中科院分区：
文献类型：
--
作者：
Francey D;Bergmüller R
合作研究中的一个关键问题是确定个人投资公共产品的条件。在这里，我们测试了在现实生活中，被观看的暗示是否会增加对匿名公益情景的投资。我们考察了个人是否会通过在日内瓦的公交站台长椅上清除实验放置的垃圾(纸和塑料瓶)来增加投资，与对照组(花的图像)相比，这些人会在眼睛的图像面前进行实验。我们为这两种类型的垃圾提供了单独的垃圾桶，以调查人们是否会在有眼睛的情况下将更多的物品扔进合适的垃圾桶。这种处理方式对公交站台上的人清除垃圾的可能性没有影响。然而，那些从事垃圾清理的人，因此可能受到处理的影响，投入了更多的时间在眼睛面前这样做。眼睛的图像对行为有直接影响，而不仅仅是增加了人们对要求清除垃圾的象征性标志的关注。这些发现表明，简单的眼睛图像可以触发声誉效应，在现实生活条件下显著增强对匿名公共产品的非货币投资。我们根据之前的发现讨论了我们的结果，并认为人类的社会行为可能往往是由相对简单和潜在的无意识机制塑造的，而不是非常复杂的认知能力。
A key issue in cooperation research is to determine the conditions under which individuals invest in a public good. Here, we tested whether cues of being watched increase investments in an anonymous public good situation in real life. We examined whether individuals would invest more by removing experimentally placed garbage (paper and plastic bottles) from bus stop benches in Geneva in the presence of images of eyes compared to controls (images of flowers). We provided separate bins for each of both types of garbage to investigate whether individuals would deposit more items into the appropriate bin in the presence of eyes. The treatment had no effect on the likelihood that individuals present at the bus stop would remove garbage. However, those individuals that engaged in garbage clearing, and were thus likely affected by the treatment, invested more time to do so in the presence of eyes. Images of eyes had a direct effect on behaviour, rather than merely enhancing attention towards a symbolic sign requesting removal of garbage. These findings show that simple images of eyes can trigger reputational effects that significantly enhance on non-monetary investments in anonymous public goods under real life conditions. We discuss our results in the light of previous findings and suggest that human social behaviour may often be shaped by relatively simple and potentially unconscious mechanisms instead of very complex cognitive capacities.
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