2010 Fiscal Year Final Research Report
Field experiments on the evolution of social norm by the observational learning
| Project/Area Number |
20730180
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Economic policy
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| Research Institution | Nagoya University of Commerce & Business |
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Principal Investigator |
SASAKI Shunichiro Nagoya University of Commerce & Business, 経営学部, 准教授 (50423158)
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| Project Period (FY) |
2008 – 2010
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| Keywords | 観察的学習 / 社会規範 / 社会的選好 / 実験経済学 / 行動経済学 |
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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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