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Emotional Contagion as an Eliciting Factor of Altruistic Behavior: Moderating Effects by Culture

Korean Psychological Journal of Culture and Social Issues / Korean Psychological Journal of Culture and Social Issues, (P)1229-0661; (E)1229-0661
2007, v.13 no.2, pp.55-76


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Abstract

This study investigated the relationship between emotional contagion and altruistic behaviors and also examined the moderating effect of self-construals(independent and interdependent self) in this relationship. It was hypothesized that the emotional expression of people in need would be caught by others through automatic mimicry, that emotional information would be internalized through the facial-feedback process and that the transferred emotion would eventually result in a motive to call for altruistic behaviors. In Study 1, participants watched a video clip about a disabled student reporting difficulties in school life but showing facial expression opposite to the contents of message to separate emotional contagion and empathy. Participants' decision to participate in voluntary works for the disabled student was measured. As a result, it was found that the more participants experienced emotional contagion, the more they participated in altruistic behaviors. Study 2 measured the vulnerability to emotional contagion, actual experiences of altruistic behaviors, and self-construals. The results of hierarchical regression showed that interdependent self moderated the influence of emotional contagion on altruistic behaviors whereas independent self moderated the relationship in an opposite direction. The implications of emotion and altruistic behaviors in human evolution process are discussed.

keywords
정서전염, 이타행동, 문화, 독립적-의존적 자기, Emotional Contagion, Altruistic Behavior, Helping Behavior, Culture, self-construals

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Korean Psychological Journal of Culture and Social Issues