Social Value Orientation and Cooperation in Social Dilemmas: The Effects of Regulatory Focus and Descriptive Norms

Öz

Social dilemmas (SDs) refer to situations where self and collective interests conflict. This study aims to contribute to an important question in the SD literature: “what are the factors that lead individuals to protect the collective interests (to cooperate) in SDs?”. Based on the regulatory focus theory, the focus theory of normative conduct, and the literature on social value orientation (SVO), it was hypothesized that SVO would interact with regulatory focus and descriptive norms to influence cooperation in a SD. Using a prisoner’s dilemma game (PDG), hypotheses were tested on 289 participants from a public university. SVO was measured three weeks prior to the PDG, while regulatory focus (promotion vs. prevention) and descriptive norms (control vs. self-interest vs. cooperation) were manipulated during the experiment. Compared with promotion focus, prevention focus activation was observed to lead to lower cooperation among prosocial men. Moreover, prosocials had higher cooperation when descriptive norms signaled cooperative behavior rather than selfish behavior. SVO x regulatory focus x descriptive norms interaction was insignificant. These findings suggest that individuals with prosocial, but not with proself motivation, are influenced by these situational factors. Thus, policymakers should consider these factors to ensure the high cooperation of prosocial individuals. Integrating regulatory focus theory, focus theory of normative conduct, and the literature on SVO, this study makes a unique contribution to the literature as it attempts to enhance the understanding of the preferences of individuals in SDs. Furthermore, this study provides a practical contribution by testing a theoretical model that can at least partially explain the low cooperative behavior in SD situations in Turkey

Anahtar Kelimeler

• Social value orientation
• cooperation
• regulatory focus
• descriptive norms

Sosyal Değer Yönelimi ve Sosyal İkilemlerde İş Birliği: Düzenleyici Odağın ve Tanımlayıcı Normların Etkisi

Öz

Sosyal ikilemler bireysel çıkar ile topluluk çıkarının çeliştiği durumlar olarak ifade edilir. Bu çalışma, sosyal ikilemler yazınındaki önemli sorulardan biri olan, sosyal ikilem durumlarında bireyleri topluluk çıkarını kollamaya (iş birliğine) yönelten faktörler nelerdir sorusuna katkıda bulunmayı amaçlamaktadır. Bu amaçla, düzenleyici odak ve normatif davranışın odağı teorileri ve sosyal değer yönelimleri alan yazınından yola çıkılarak bireylerin sosyal değer yönelimlerinin, düzenleyici odak ve tanımlayıcı normlar ile etkileşimli olarak iş birliği davranışını etkileyeceği öngörülmüştür. Çalışmanın hipotezleri bir devlet üniversitesinden 289 öğrenci üzerinde bir mahkumun ikilemi deneyi ile test edilmiştir. Sosyal değer yönelimleri deneyden üç hafta önce ölçülmüş, düzenleyici odak (önleme ve yükselme) ve tanımlayıcı normlar (kontrol, bencil davranış normu ve iş birliği normu) manipüle edilmiştir. Bulgular, beklenen sosyal değer yönelimi ve düzenleyici odak etkileşiminin yalnızca erkekler için anlamlı olduğunu göstermiştir. Buna göre, yükselme odağına kıyasla önleme odağı aktifleştirilmiş toplum yanlısı erkekler daha düşük iş birliği davranışı göstermektedir. Ayrıca, tanımlayıcı normun bencil davranışa kıyasla iş birliğini işaret ettiği durumda toplum yanlısı bireylerin iş birliği davranışı artmıştır. Üç yönlü sosyal değer yönelimi, düzenleyici odak ve tanımlayıcı norm etkileşimi ise anlamlı bulunmamıştır. Bulgular, toplum yanlısı bireylerin iş birliği davranışının incelenen durumsal faktörlerden etkilendiğini, kendine yanlıların iş birliği davranışının ise değişmediğini göstermektedir. Buna göre, topluluk çıkarını düşünen bireylerin yüksek iş birliğinin sağlanması için bu durumsal faktörler göz önüne alınmalıdır. Bu çalışma, düzenleyici odak ve normatif davranışın odağı teorileri ile sosyal değer yönelimleri yazınını bütünleştirerek bireylerin sosyal ikilem durumlarındaki tercihlerini anlamaya çalışması bakımından alan yazına özgün katkıda bulunmaktadır. Ayrıca, bu çalışma Türkiye’de sosyal ikilem durumlarında düşük iş birliği davranışı gösterilmesini en azından kısmen açıklayabilecek teorik bir model sınayarak pratik katkı da sağlamaktadır.

Anahtar Kelimeler

• Sosyal değer yönelimi
• iş birliği
• düzenleyici odak
• tanımlayıcı normlar

Kaynakça

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