敬畏感对于不诚信行为的多维影响和应用研究：基于营销诚信及诚信宣传的视角

Awe is a complex emotion, which plays an important role in the history of human civilization and religious transformation. Philosophers and nation leaders raised the possibility that awe can inhibit immoral behaviors and enhance the moral standard of the nation. However, empirical evidence supporting these claims is needed. In the present investigation, we plan to explore the effect of awe on dishonest behaviors and its mechanism. Specifically, not only will we investigate the positive effect of awe, we will also focus on the negative effect of awe. Although experiencing awe can inhibit the dishonest behavior driven by self-interest as well as by short-term interest, there is a possibility that awe can increase dishonest behaviors driven by group interest or motivated by obedience to authority. In addition, we plan to design a set of awe elicitation materials that can be used for scientific inquiry as well as in education for marketing practitioners, which holds the promise to enhance the effectiveness of the moral education. We will also design a set of promotional ads for promoting honesty to a wide range of audiences.

敬畏感是一种复杂情绪，对人类文明发展和宗教形成有重要作用。一些哲学家和国家领导人预测敬畏感可以提高国人的诚信水平。诚信是社会主义核心价值观的重要部分，个人和商业诚信对中国社会发展有重要作用。因此我们计划实证地考查敬畏感能否降低不诚信行为并将研究结果落地到商业实践中。通过行为和脑成像相结合的研究手段，本项目将探索敬畏感如何影响诚信及其内在机制。在关注敬畏感正面影响的同时，我们也将关注敬畏感可能产生的负面影响。虽然敬畏感会降低个体为追求个人利益和眼前利益而从事的不诚信行为，但也有可能增加由集体利益和服从权威驱动的不诚信行为。在应用方面, 我们计划制定一套适用于中国环境的敬畏感启动材料和基于敬畏感的诚信教育方案，以弥补当前道德教育的不足。此外还将设计一套以敬畏感为核心的公益宣传资料或公益广告，致力于提高诚信宣传的效果。