Abstract

Drawing upon the General Learning Model, the present study developed a moderated mediation model to provide an in-depth understanding of whether and how adolescents’ reading prosocial content in books predicts their prosocial behavior. The target population in this study is Chinese adolescents, and we adopted a paper-based survey to collect data. The age range of the sample was from 12 to 19. Among all participants, 49.3% were female, and 50.7% were male. PROCESS SPSS Macro was used to analyze the proposed moderated mediation model. The results showed that prosocial content reading was positively associated with adolescents’ prosocial behavior. The positive association included a direct relationship and an indirect relationship through the mediation of moral identity. Furthermore, this study revealed the moderation effect of age on the relationships among prosocial content reading, moral identity, and prosocial behavior. Specifically, as age increases, the effects of prosocial content reading on moral identity and prosocial behavior attenuate, and the mediation effect of moral identity also decreases. The study adds to the body of knowledge on the prosocial media effect by extending it to book reading.