People base their decisions not only on their own self-interest but also on the interests of close others. Generally, the personal self has primacy in the motivational hierarchy in the Western culture. A recent study found that friends have the same motivational hierarchy as the personal self in the Eastern collectivist culture. Remaining unknown is whether the motivational hierarchy of the personal self and close others can be manifested in the collectivist brain. In the present study, we asked participants to gamble for the personal self, close others (i.e., mother, father, and close friend), and strangers. The positive-going deflection of event-related potentials (ERPs) in response to positive feedback showed the following pattern: personal self = mother = father > friend > stranger. In the loss condition, no significant beneficiary effect was observed. The present results indicate that the personal self and parents are intertwined in the motivational system in the Chinese undergraduate student brain, supporting the view that the personal self and parents have the same motivational primacy at the electrocortical level.

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The present article examines how disease anthropomorphism affects compliance with recommendations for preventing the disease. We find that consumers are more likely to comply with health recommendations when the disease is described in anthropomorphic (vs. non-anthropomorphic) terms because anthropomorphism increases psychological closeness to the disease, which increases perceived vulnerability. We demonstrate the effect of disease anthropomorphism on health compliance in seven studies with several diseases (COVID-19, breast cancer), manipulations of anthropomorphism (first person and third person; with and without an image), and participant populations (the US and China). We test the proposed pathway through psychological closeness and perceived vulnerability with sequential mediation analyses and moderation-of-process approaches, and we rule out alternative accounts based on known consequences of anthropomorphism and antecedents of health compliance. This research contributes to the theory and practice of health communication and to the growing literature on how the anthropomorphism of negative entities affects consumers’ judgments and behaviors. Supplementary Information The online version contains supplementary material available at 10.1007/s11747-022-00891-6.

Although terror management theory has been widely studied, little research has empirically examined whether travel functions as a terror management mechanism. Thus, the present research investigated the influence of mortality anxiety on heritage tourism preference and heritage protection intention through two studies. Study 1 shows that as individuals’ general mortality anxiety increases, their tendency to search for meaning in life increases, which fosters their heritage travel preference and heritage protection intention. Study 2, using an experimental method, reveals a causal relationship where incidentally increasing mortality anxiety increases heritage travel preference and heritage protection intention. In addition, this causal relationship is prominent for people with higher legacy beliefs. These findings shed light on the critical roles of the search for meaning in life and legacy belief in the links between mortality anxiety and heritage-related behavior.

The No Child Left Behind legislation stipulates that schools offer volunteer opportunities to parents. This study examines the growth patterns of parent volunteerism after implementation of this legislation by national region, metropolitan status, gender, ethnicity, and immigrant status. Using the Bureau of Labor Statistics survey data on volunteers between 2002 and 2008 in a 2-year increment, we find the rate of parental volunteering for education actually decreased since 2002. Even after controlling for parents’ social-demographic characteristics, the likelihood of parents’ engaging in educational volunteering is still lower in 2008 than in prior years. Those who live in the Midwest region and nonmetropolitan areas are more likely to volunteer for education. Mothers, non-Hispanic Whites and citizens also have a higher chance of being involved in educational volunteering. In addition, Hispanic parents in the West are more likely to volunteer for education than their counterparts in the Northeast and South region.