| Budget Amount *help |
¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2010: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2009: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2008: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Research Abstract |
This study investigates the influence of observational learning about others' behaviours on the social preference. In the web-based experiment conducted in the U.S., Japan, and China, we measured subjects' behavioural changes before and after the observational learning and categorized them into prosocial conformity, self-interested conformity, prosocial non-conformity, and self-interested non-conformity. We confirmed that subjects are more likely to conform to others than to non-conform and that the probability that subjects conform prosocially is much higher than that they conform self-interestedly after controlling the difference of the observational learning. This finding implies that the observational learning itself promotes subjects' prosociality.
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