Abstract
Punitive measures are often meted out to deter inconsiderate public behavior. However, punishment may prompt a negative reaction from the person engaging in such behavior. Therefore, it has little long-term effect. This study examined whether a reward could deter inconsiderate public behavior. As a form of reward, the effect of a favor was explored because it was considered to be an action that could maintain a relationship between the receiver and the giver and have a long-term effect. We expected that the granting of a favor would invoke the norm of reciprocity, which implies that people should return the favor, and would thus deter inconsiderate public behavior. To test this hypothesis, we conducted an experiment with 153 students. Results showed that participants who received a favor were more willing to refrain from inconsiderate public behavior compared to those who did not, only when they were highly evoked the norm of reciprocity. Implications for deterring inconsiderate public behavior by giving a favor are discussed.
