The situational Samaritan: How group reputation threat shapes reparatory behavior
研究发现，当群体内成员在外部观察者面前犯错时，其他成员会因群体声誉受威胁而感到尴尬，进而采取道歉、送礼或给小费等补救行为，且这种倾向在已有其他成员采取行动时减弱。
Abstract Consumers often act to correct the wrongdoings of people close to them, such as family members or friends. The current research demonstrates that consumers may also engage in a variety of reparatory behaviors—from a simple apology to gift‐giving and tipping—to counter the misdeeds of in‐group strangers when their behavior threatens the reputation of their shared group identity. Across eight preregistered experiments, the present research demonstrates that when an in‐group member commits a wrongdoing in the presence of out‐group observers, fellow in‐group members experience a threat to the group's reputation. This reputational threat evokes feelings of embarrassment and a motivation to distance the group identity from the transgressor, prompting reparatory behaviors such as apologizing, gift‐giving, or tipping. These effects emerge across a range of social identities, including ethnicity, nationality, university affiliation, and sports team fandom. Importantly, this tendency is attenuated when other in‐group members have already taken action to restore the group's image. These findings reveal a powerful form of identity‐driven consumer behavior, highlighting how concerns about group reputation can drive individuals to act, even for the misdeeds of in‐group strangers.