The Effect of Money Denomination on Prosocial Behavior: Through the Perspective of Metaphorical Cognitive Theory

Abstract

Based on metaphorical cognitive theory, this research did four experiments to examine whether and how one important feature of money, denomination, could influence prosocial behavior. Study 1 was an experiment with a sample size of 209 undergraduates ( Mage = 18.97) showed that a larger denomination enhanced the probability of participants engaging in prosocial behavior rather than with a smaller denomination. Study 2 collecting data from 269 undergraduates ( Mage = 18.50) further showed that larger denominations condition inspired more prosocial behavior than the control condition; and the small denominations condition produced similar levels of prosocial behavior to the control condition. Study 3 used single factor design with a sample size of 192 undergraduates ( Mage = 20.49) repeated the results of Study 2. Furthermore, Study 3 excluded an important alternative explanation that the value rather than the denomination influenced prosocial behavior. Last, Study 4 applied a factorial design experiment with a sample size of 132 undergraduates ( Mage = 20.92) which demonstrated that generosity mediated the effect of denomination on prosocial behavior; the effect of denomination on prosocial behavior did not depend on money priming methods. Finally, theoretical and practical implications were discussed.