An individual’s willingness to share resources declines as the social distance between the decision maker and the recipient increases, which is known as social discounting. This social-distance-dependent prosocial behavior is likely to be influenced by the region in which individuals were raised. Based on previous studies on social discounting, this research focuses on the differing social distance-dependent prosocial behaviors between rural- and urban-reared participants in China. Our data showed that both groups’ behaviors conform to the social discounting function and fit the hyperbolic model, as reported in previous studies about social discounting. Interestingly, individuals who were raised in rural areas yielded a smaller discount rate than those who were raised in urban areas, which indicated that a rural upbringing produced people who were more generous than those with an urban upbringing. Furthermore, this distinct type of generosity occurred notably among individuals with greater social distance, such as strangers or distant acquaintances. The reason may be due to the difference in dominant culture, production mode and lifestyle between rural and urban people.
School of Management, Zhejiang University, Hangzhou, China;Neuromanagement Lab, Zhejiang University, Hangzhou, China;School of Management, Zhejiang University, Hangzhou, China;Neuromanagement Lab, Zhejiang University, Hangzhou, China;Business School, Ningbo University, Ningbo, China
Recommended Citation:
Qingguo Ma,Guanxiong Pei,Jia Jin. What Makes You Generous? The Influence of Rural and Urban Rearing on Social Discounting in China[J]. PLOS ONE,2015-01-01,10(7)