关键词: 稀缺, 面子意识, 挣面子, 护面子, 慷慨行为

Abstract: The current research on the relationship between scarcity and generosity still presents contradictions. The theory of resource depletion suggests that the scarcity of material resources limits the possibility of individuals engaging in generous behavior. An alternative hypothesis from the social context theory posits that individuals facing resource scarcity possess a more context?dependent cognitive style and are more reliant on others, thus being more attentive to others’ well?being and displaying greater generosity. In addressing this conflicting relationship, some studies have explored relevant discussions around the measurement standards of scarcity. However, a clear understanding of the mechanisms underlying the effects of scarcity on generous behavior is still lacking. To better address the aforementioned issues, this study intends to approach from the perspective of self?construction and investigate the role of face consciousness between the two. We argue that face consciousness plays a moderating role in the relationship between scarcity and generous behavior. Specifically, individuals with low face consciousness experience a significant negative effect of scarcity on generous behavior. Conversely, for individuals with high face consciousness, the impact of scarcity on generous behavior is not significant. Furthermore, material scarcity s generous behavior through the individual’s not losing face motivation. This study employed a total of 3 studies (comprising 5 sub?studies) to validate the hypotheses mentioned above. Study 1 (Study 1a, Study 1b) explored the influence of material scarcity on relational generous behavior. By manipulating individuals’ perception of scarcity, Study 1a utilized common life scenarios like “sharing a bill” and Study 1b focused on the scenario of choosing a restaurant for a meal, investigating the relationship between face consciousness, scarcity, and generous behavior. Building upon Study 1, Study 2 (Study 2a, Study 2b) incorporated scenarios involving rule?compliance or charitable generous behavior, measured individuals’ scarcity mindset, and manipulated the perceived importance of face to further investigate the relationships among these factors. Study 3 employed a questionnaire?based measurement to investigate the roles of gaining face and giving face in the tendency toward scarcity and generous behavior. The research findings of study1(study1a and study1b) revealed that to those who experiencing material scarcity, individuals with a high face consciousness showed no significant differences in the amount spent on “sharing a bill” and the choice of restaurant for a meal compared to individuals in the affluent group. Results of study 2a showed that regarding the proportion allocated to others, scarcity and the importance of face showed a significant interaction. Simple effect analysis results demonstrated that, for individuals for whom face was not important, the proportion allocated to others in the scarcity group was significantly lower than that in the affluent group. However, for individuals for whom face was important, the proportion allocated to others in the scarcity group showed no significant difference from that in the affluent group. In the charitable donation scenario of Study 2b, similar research result patterns were obtained. The results of Study 3 (n = 299) indicated that for individuals facing material resource scarcity, they did not engage in generous behavior to gain face for themselves. However, they would exhibit generosity to uphold their own face. The results of this study demonstrate a significant main effect of scarcity on generous behavior, indicating that scarcity has a significant negative predictive effect on generous behavior. However, based on the perception of the situation, the relationship between scarcity and generous behavior also changes with an individual's self?construction. Based on previous research, this study proposes from a psychological perspective that being generous despite limited resources is more a way for individuals to maintain their levels of self?esteem and social identity through generous actions—a manifestation of an individual’s defense mechanism. By studying the scarcity mindset of relatively impoverished individuals and research related to prosocial behavior, it is possible to promote social harmony and scientifically manage relative poverty.

Key words: scarcity, face consciousness, gaining face, saving face, generous behavior