[论文解读] Multi-Agent Systems Shape Social Norms for Prosocial Behavior Change

Yibin Feng, Tianqi Song+3 more|arXiv (Cornell University)|Feb 7, 2026

Psychology of Moral and Emotional Judgment被引用 0

一句话总结

论文研究多代理互动是否能创造虚拟社会规范，从而提高捐赠意愿，比较在线实验中同派与异派代理的影响。

ABSTRACT

Social norm interventions are used promote prosocial behaviors by highlighting prevalent actions, but their effectiveness is often limited in heterogeneous populations where shared understandings of desirable behaviors are lacking. This study explores whether multi-agent systems can establish "virtual social norms" to encourage donation behavior. We conducted an online experiment where participants interacted with a group of agents to discuss donation behaviors. Changes in perceived social norms, conformity, donation behavior, and user experience were measured pre- and postdiscussion. Results show that multi-agent interactions effectively increased perceived social norms and donation willingness. Notably, in-group agents led to stronger perceived social norms, higher conformity, and greater donation increases compared to out-group agents. Our findings demonstrate the potential of multi-agent systems for creating social norm interventions and offer insights into leveraging social identity dynamics to promote prosocial behavior in virtual environments.

研究动机与目标

• 在异质人群中激发社会规范干预的作用。
• 检验是否可以通过多代理讨论建立虚拟社会规范。
• 探究社会身份（同派与异派）在规范形成与行为改变中的作用。
• 评估代理互动前后用户体验与感知规范。

提出的方法

• 开展在线实验，参与者与一组捐赠讨论代理互动。
• 在讨论前后测量感知到的社会规范、从众性、捐赠行为及用户体验的变化。
• 比较同派与异派代理对规范影响及利他结果的差异。
• 分析重复的多代理讨论是否会改变捐赠意愿。

实验结果

研究问题

• RQ1 多代理讨论能否建立影响捐赠行为的虚拟社会规范？
• RQ2 同派代理是否比异派代理产生更强的规范感知和更高的从众性？
• RQ3 多代理互动对实际捐赠意愿和用户体验有何影响？
• RQ4 感知规范的变化与从众性和捐赠意愿的变化之间有何关系？

主要发现

• 多代理互动有效提高了感知的社会规范。
• 代理讨论后捐赠意愿增加。
• 同派代理产生更强的规范感知、更高的从众性，以及比异派代理更大的捐赠增加。
• 研究凸显多代理系统在虚拟环境中进行社会规范干预的潜力。