Background: Peer influence on students' maladaptive behaviors has been well documented; however, the influence on positive development is less acknowledged.
Purpose: The purpose of this study was to examine anonymous peer influence on college students' prosocial behavior, specifically behavior for the improvement of society (i.e., donating money or participating in social campaigns) via an experimental approach. The effects of indirect peer influence (IP) and direct peer influence (DP) on college students' prosocial behavior were examined.
Methods: A total of 125 college students participated in an online survey and laboratory experiment. Self-reported helping behavior, social concern goals, and empathy were measured by the online survey. In the laboratory experiments, reading of a prosocial paragraph (IP) and confederates' prosocial behavior (DP) were manipulated. Participation in a signature campaign and money donation for illness were observed. Furthermore, 19 participants among those who donated were asked about their reasons for participating in such prosocial behavior.
Results: Prosocial behavior of anonymous peers (confederates) exerts a profound influence on college students' participation in a signature campaign and money donation, whereas the reading of a prosocial paragraph has no effect. Furthermore, no participants reported peer influence as a reason for engaging in prosocial behavior.
Conclusion: This finding supports and extends recent research examining the positive impacts of anonymous peers on prosocial behavior. Prosocial behavior is not only a foundational and consistent aspect of personality, as previous studies report, but is also highly malleable and unstable in response to immediate situations.