市场营销系列学术讲座（第三十七讲）

演讲题目：Donate to Be a Hero: Social Power Promotes Prosocial Donation

演讲嘉宾：Yan Zhang, Assistant Professor of Marketing at the National University of Singapore

演讲时间：11月4日（周五）上午9:00-11:00

演讲地点：嘉庚一（保欣丽英楼）207室

主持人：叶军教授

摘要:

Many people believe that power corrupts, and absolute power corrupts absolutely. Consistent with this belief, power has been shown to lead to immoral behaviors in various social contexts. Existing research, however, has mostly focused on whether the powerful do bad things. We hypothesized that when facing an opportunity to do good things, power may, in fact, facilitate moral behavior. In particular, we predicted that a high level of experienced power promotes donation behavior when the donation is framed as an altruistic action that benefits others. Under such a situation, powerful people believe that they are capable of making bigger impacts on recipients, which consequently makes the powerful think positively about themselves. In various donation contexts that involve either real or hypothetical donations, powerful individuals consistently show a greater tendency to donate for altruistic appeals than powerless individuals. This effect dissipates when a donation action is framed as something non-prosocial, and even reverses when the self-benefiting aspects are highlighted.

嘉宾简介：

Yan Zhang is Assistant Professor of Marketing at the National University of Singapore. She conducts research in the areas of consumer decision making, magical thinking, prosocial behavior, and social cognition.

Her research has appeared in multiple journals, including, but not limited to, Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. Her research has also been featured in the New York Times, Psychology Today, and Straits Times. Zhang received a PhD in Behavioral Science from the University of Chicago in 2009.