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ISSN : 1229-8778
This research examines how political ideology affects prosocial behavior. Especially. we focus on the interaction of political ideology and message framing, and also the interplay of political ideology and perceived psychological distance on target recipients. This study has a 2 (political ideology: liberal vs. conservative) x 2 (message framing: gain vs. loss) x 2 (psychological distance: near vs. far) design, Both the amounts willing to donate (study 1) and the amounts willing to invest (study 2) point out that the liberals are more sensitive to gain whereas the conservatives are more sensitive to loss. The interaction effect of political ideology and psychological distance is also significant. Whereas liberals intend to help (or invest for) the psychologically near and distant target groups equivalently, conservatives are more likely to donate to (or invest for) the psychologically near group than the psychologically distant group. This article concludes by discussing the theoretical implications of our findings for political ideology, message framing, and psychological distance and by suggesting practical implications.
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