Interactive effects of appeal type and social distance on helping intention

Abstract

We examined the interplay of appeal type and social distance in prosocial behavior in 3 studies. Results of Study 1, which was a single-factor design, showed that participants (n = 85) were more likely to evaluate the impact of their help on recipients when they were socially distant than when they were socially close. Results of Study 2 (n = 250) and Study 3 (n = 162), each of which was a 2 (appeal type: significance appeal vs. control appeal) × 2 (social distance: high vs. low) between-subjects design, showed that when the helper and recipient were socially distant, appeals that emphasized the significance of the help to the recipient increased helping intention, because there was a greater likelihood that the favor would be returned. However, such effect was mitigated when the social distance was small. Results suggest that the principles that are applied in interaction with others vary according to social distance. Theoretical and practical implications are discussed.