Yu Gong-Inspired Awe: An Awe Rooted in Perseverance-Based Moral Beauty That Enhances High-Income Individuals’ Donation Willingness in China

Abstract

This research introduces a moral beauty-rooted awe termed Yu Gong-Inspired Awe, which reduced negative stereotypes about impoverished groups and enhanced donation willingness among high-income individuals. Grounded in Chinese culture, Yu Gong-Inspired Awe is defined as the awe experience that arises from witnessing the indomitable perseverance of ordinary people confronting immense environmental challenges. Findings from five studies demonstrate that Yu Gong-Inspired Awe is distinct from natural awe in its sources (Studies 1a and 1b), its multidimensional emotional experiences (Study 2), and its effectiveness in reducing negative stereotypes about impoverished groups (Studies 2, 3a, and 3b). Furthermore, Yu Gong-Inspired Awe significantly increases donation willingness among both subjective (Study 3a) and real high-income individuals (Study 3b). Yu Gong-Inspired Awe enriches our understanding of moral beauty-rooted awe and provides new insights into reducing economic inequality by fostering greater donation willingness among affluent individuals.

Keywords

Yu Gong-Inspired Awe charitable donations social stereotypes moral beauty economic inequality

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