The Effect of Money Priming on Perceived Competence
Date Issued
2014
Date
2014
Author(s)
Weng, Jennifer
Abstract
Self-sufficiency hypotheses suggest that the priming with money induces independence and distance from others (Vohs et al., 2006). Although there has been a great deal of research on the behavioral consequences of money, there is no research about the effect of money on social perception, especially how money may shape the ways people perceive others. The stereotype content model (Fiske et al., 2002), which distinguishes two basic dimensions of social perception -- warmth and competence--provides an explanatory mechanism for the money priming effect on behavioral consequences. In addition, we test whether different ways to activate the concept of money changes its effect on social perception. In three studies, we change the ways to prime money from explicit to implicit. Participants were assigned to either the money-primed or the control group, and rate their perceptions of different targets (the rich, poor, elderly, and middle class) as competent and warm. First, results showed that compared to the control group, the money primed group tended to perceive all the four targets as less competent, but there was no difference on warmth dimension. Second, results showed that the more implicit money priming is, the more stable its effect. Third, there is an indirect effect of money on prosociality through perceived competence. According to BIAS map model (Cuddy et al., 2008) low competence judgment elicits passive-harming behaviors, which might explain why people primed with money tend to neglect others. Implications of the dissociation of money priming effect on competence dimension but not warmth dimension are discussed.
Subjects
金錢預示
社會知覺
利社會行為
Type
thesis
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