The impact of financial deprivation on prosocial behaviour: Comparing the roles of face-saving consciousness versus status/success-gaining intention

This research investigates the mechanism (Face-saving consciousness versus status/success-gaining intention) underlying the effect of financial deprivation on prosocial behaviour among participants in China. A total of three studies were conducted. Findings across the three studies reveal that individuals who were financially deprived (versus privileged) acted in a more prosocial manner. Findings in Studies 1-2 indicate that Face-saving consciousness, but not status/success-gaining intention, suitably accounted for the impact of financial deprivation on prosocial behaviour. Furthermore, such an increase in prosocial behaviour was found in a public context, but diminished in a private context, in Study 3. These findings demonstrate the importance of Face-saving consciousness in the effect of financial deprivation among Chinese.