Abstract

Unlike other creatures, humans developed the ability to cooperate with genetically unrelated strangers and a tendency to comply with social norms. However, humans deviate from social norms in various situations. This study used the modified ultimatum game to explore why humans deviate from social norms and how their prosocial behavior can be promoted. In Study 1, participants were asked to imagine working with an anonymous counterpart to complete a task and obtain a certain amount of money (e.g., ¥10). The computer divided the money randomly in favor of the participant (e.g., 9:1 or 8:2). Participants should decide whether to accept or reject such a self-benefiting division. In the non-risk condition, an absolutely fair redivision of money would take place if participants reject self-benefiting division (e.g. 5:5 or 6:4). By contrast, in the risk condition, other-benefiting redivision of money (e.g., 1:9 or 2:8) would take place if participants rejected the self-benefiting division. Results involving 40 college students showed the main effect of condition. The frequency of accepting self-benefiting division in the risk condition was higher than that in the non-risk condition. As such, compliance with social norms is based on the preservation of material resources. In Study 2, we used economic or moral rewards to compensate for economic loss following compliance with the norm. Results involving 28 college students revealed a significant effect of compensation. The rewards, including moral praise, effectively decreased selfish choices. These findings extend previous studies on social norm compliance by emphasizing the importance of internal, fairness-based balance between material and moral needs, as well as the role of moral praise in promoting prosocial behavior.