Abstract
A large amount of literature demonstrates that social behaviour can be triggered by environmental cues. A long-standing debate involves the question of whether such stimuli trigger behaviour directly (i.e. habits) or whether these effects mediate goals. As studies on automatic goal pursuit typically use real-world cues that are already associated with the behaviour and potentially the goal, it is impossible to make strong claims about the nature of the effects. In the present paper, we use a paradigm inspired by the Pavlovian-to-instrumental transfer (PIT) literature to examine how the environment can trigger goal-directed behaviour. Building on the essence of pro-self and pro-social motives in humans, two experiments explored the PIT effect when the outcomes were framed in terms of self- versus other-interest. Participants performed actions to earn money for themselves or a charity. Each outcome was linked to a different cue. The results showed that a cue predictive of self-interest outcomes facilitated responses instrumental in gaining the outcome, while such specific PIT effect for other-interest outcomes only emerged when participants were free to donate the money. We briefly discuss these findings reflecting on whether the PIT effect in our paradigm is indeed sensitive to the value of social goals.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.