Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group-Membership Shape Generosity

This research examines the interplay of self-construal orientation and victim group-membership on prosocial behavior. Whereas consumers primed with an indepen-dent self-construal demonstrate similar propensities to help needy in-group and out-group others, an interdependent orientation fosters stronger commitments to aid in-group than out-group members. This interaction holds in both individualistic (i.e., the United States) and collectivistic (i.e., China) nations and seems driven by a belief system. For interdependents, the prospect of helping needy in-group (relative to out-group) members heightens the belief that helping others contributes to their own personal happiness, which in turn increases their propensity to act benevolently. Such in-group/out-group distinctions do not seem to operate among independents. The article concludes by discussing the theoretical implications of our findings for the cross-cultural, intergroup-relations, and prosocial literatures before deriving insights for practice. When a natural disaster strikes, consumers often facenumerous requests (through advertisements and news coverage) to help devastated communities. To this effect, $180 million was recently contributed to the Japan tsunami relief, $1.4 billion to Haiti’s earthquake assistance, and $5.3 billion to Hurricane Katrina aid (Center on Philanthropy at Indiana University 2011). But despite the apparent magnitude of these numbers, the reality is that only a small percentage of people who view these requests proceed to aid rescue and rebuilding