Structural solutions to social dilemmas: A field study on commuters' willingness to fund improvements in public transit

The present field study examined commuters' (N = 152) willingness to fund improvements in public transit. Consistent with Samuelson's (1993; Samuelson & Messick, 1995) multiartribute evaluation model of structural change in social dilemmas, support for the transit plan was higher when it was perceived to be (a) effective at reducing congestion and pollution, (b) personally beneficial, and (c) fair in terms of taxes and benefits. Also consistent with predictions, these relationships were moderated by individual differences in social value orientation (McClintock, 1978; Messick & McClintock, 1968) and the consideration of future consequences (CFC; Strathman, Gleicher, Boninger, & Edwards, 1994). Prosocials responded more to the perceived fairness of the plan, while proselfs responded more to the plan's effectiveness in reducing congestion. Low CFCs responded more to the plan's personal benefits and effectiveness in reducing congestion, while high CFCs responded more to the plan's effectiveness in reducing pollution.