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Drawing on a social cognition perspective, this research challenges the existing comprehension of the fundamental characteristics of resident-tourist relations by proposing that residents have a preference to avoid prosocial behavior toward tourists. Data from 787 residents were analyzed across three experiments to examine residents’ prosocial avoidance effect toward tourists, as well as the mediating mechanism and boundary condition of such effect. Study 1 demonstrates that residents have a preference to avoid prosociality toward tourists. Study 2 shows that perceived cognitive load is a mediating mechanism underlying this avoidance effect in that residents may perceive tourist-oriented prosocial behavior as more cognitively effortful and aversive with less self-efficacy. Finally, study 3 indicates that the perceived cognitive load may not hinder prosocial behavior for residents with high levels of subjective well-being (SWB) because SWB can buffer the cognitive deterrents by stimulating expansive cognitive capability, and increasing inclusive and connected social categorization. This research also advances the understanding of the basics of human nature involving in tourism industry by examining the conflicting motivational dynamics of residents’ prosocial behavior. Theoretical and practical implications are presented.

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