Types Of Prosocial Behavior Research Articles

Make it real, make it useful! The impact of AR social experience on brand positivity and information sharing

PurposeThis study investigated the impact of the perceived Augmented Reality (AR) social experience of restaurant menus on two types of prosocial behaviors: brand positivity and brand information sharing.Design/methodology/approachThis study adopts the expectancy-value model as a framework, drawing on the cognitive load, self-determination, and media richness theories. Using a sample of 879 participants from the United States, the research model was tested using structural equation modeling (PLS-SEM).FindingsThe findings indicate that the social experience derived from using AR menus significantly predicts brand positivity and brand information sharing. The perceived usefulness of AR mediates this relationship. Moreover, AR reality congruence acts as a significant mediator between perceived AR social experience and brand positivity but not brand information sharing. The positive relationship between AR social experience, brand positivity, and brand information sharing is sequentially mediated by AR reality congruence and AR usefulness.Originality/valueThis groundbreaking research pioneers a fresh perspective, delving into the impact of AR social experiences on consumers' prosocial behaviors, specifically brand positivity and information sharing. Unravels intricate mechanisms, shedding light on how and under what circumstances AR social experiences foster positive behaviors within the dynamic realm of food services and restaurant settings. This study provides valuable insights for restaurant managers and marketers to leverage AR technology to create engaging and immersive customer-dining experiences, a concept that has not been thoroughly explored in previous studies.

Norm From The Top: A Social Norm Nudge To Promote Low-Practiced Behaviors Without Boomerang Effect

Social norms are an essential determinant of conformity in decision-making, a powerful nudge for helping people adopt prosocial behavior. Informing people that most of their peers behave virtuously encourages them to improve their own behavior. Nevertheless, social norm mechanisms are efficient if the proportion of people who already act prosocially is sufficient, otherwise, the norm can lead to a ”boomerang effect” namely, this induces a person who acts prosocially to abandon her previous choice since she is informed that the majority does not support her prosocial behavior. The purpose of this paper is to develop a new norm that can be efficient even when implemented in behaviors practiced by a minority of people, by contrast to current social norm nudges. In our experiment, we create a new type of feedback that includes descriptive and injunctive norms and then observe whether they are more effective than standard social norm feedback. This new feedback, named ”Norm From The Top”, provides information based on the most altruistic people in the population. The experiment was run online due to the sanitary conditions in 2021. 203 participants were recruited from Cirano (Montreal, Quebec). Cirano is an interuniversity center, multidisciplinary and intersectoral. The sample comprises 120 women and 83 men (Average age = 37.2; SD = 10.5). In the experiment, participants were randomly exposed to a social norm that elicited prosocial behavior from other participants, and we observed whether the group exposed to the Norm From The Top increased their prosocial behavior compared to the other groups. Specifically, participants were asked whether they were willing to complete surveys without compensation. This study found that this norm acted as an effective nudge, increasing the average decision regarding prosocial behavior and addressing the boomerang effect issue. The Norm From The Top sets a high reference point compared to the standard norm and does not induce a reduction of contributions higher than this reference point. In contrast, the standard norm does not have a significant effect due to the boomerang effect and leads to a concentration of the contributions towards the average, resulting in an inefficient nudge in this context. These results show the potential of the Norm From The Top enforcement to promote low-practiced prosocial behaviors, thereby increasing the range of prosocial behaviors that social norm nudges can reinforce. Applying this norm to different types of prosocial behaviors in field experiments would allow for observing its impact on actual behaviors and assessing the external validity of this new instrument before making it available to policymakers.

I help, therefore, I am? - A registered report on longitudinal inter-relations of the three-dimensional moral self-concept and prosocial behaviours in preschool children.

Children's moral self-concept (MSC) has been proposed to relate to prosocial behaviour. However, systematic assessments of their inter-relations are scarce. Therefore, this longitudinal study investigated the development, structure and inter-relation of prosocial behaviours and the MSC in childhood, using three measurement points at ages 4, 5 and 6 years. We assessed children's MSC and helping, sharing and comforting behaviours in a laboratory setting. Confirmatory factor analyses revealed a three-dimensional MSC structure at 5 and 6 years, but not at 4 years. There was inconsistent stability across time points regarding prosocial behaviour and MSC. For the comforting domain, but not the other domains, cross-lagged relations between self-concept and behaviour were present. Moreover, helping behaviour and self-concept were inter-related at 6 years. Results provide support for reciprocal associations between MSC and prosocial behaviour, albeit only in the comforting domain. They highlight the importance of distinguishing between types of prosocial behaviour and corresponding dimensions of the self-concept, as different developmental trajectories and associations emerge.

Acute stress reduces effortful prosocial behaviour.

Acute stress can change our cognition and emotions, but what specific consequences this has for human prosocial behaviour is unclear. Previous studies have mainly investigated prosociality with financial transfers in economic games and produced conflicting results. Yet a core feature of many types of prosocial behaviour is that they are effortful. We therefore examined how acute stress changes our willingness to exert effort that benefits others. Healthy male participants - half of whom were put under acute stress - made decisions whether to exert physical effort to gain money for themselves or another person. With this design, we could independently assess the effects of acute stress on prosocial, compared to self-benefitting, effortful behaviour. Compared to controls (n = 45), participants in the stress group (n = 46) chose to exert effort more often for self- than for other-benefitting rewards at a low level of effort. Additionally, the adverse effects of stress on prosocial effort were particularly pronounced in more selfish participants. Neuroimaging combined with computational modelling revealed a putative neural mechanism underlying these effects: more stressed participants showed increased activation to subjective value in the dorsal anterior cingulate cortex and anterior insula when they themselves could benefit from their exerted effort relative to when someone else could. By using an effort-based task that better approximates real-life prosocial behaviour and incorporating trait differences in prosocial tendencies, our study provides important insights into how acute stress affects prosociality and its associated neural mechanisms.

Acute stress reduces effortful prosocial behaviour

Acute stress can change our cognition and emotions, but what specific consequences this has for human prosocial behaviour is unclear. Previous studies have mainly investigated prosociality with financial transfers in economic games and produced conflicting results. Yet a core feature of many types of prosocial behaviour is that they are effortful. We therefore examined how acute stress changes our willingness to exert effort that benefits others. Healthy male participants – half of whom were put under acute stress – made decisions whether to exert physical effort to gain money for themselves or another person. With this design, we could independently assess the effects of acute stress on prosocial, compared to self-benefitting, effortful behaviour. Compared to controls (n = 45), participants in the stress group (n = 46) chose to exert effort more often for self- than for other-benefitting rewards at a low level of effort. Additionally, the adverse effects of stress on prosocial effort were particularly pronounced in more selfish participants. Neuroimaging combined with computational modelling revealed a putative neural mechanism underlying these effects: more stressed participants showed increased activation to subjective value in the dorsal anterior cingulate cortex and anterior insula when they themselves could benefit from their exerted effort relative to when someone else could. By using an effort-based task that better approximates real-life prosocial behaviour and incorporating trait differences in prosocial tendencies, our study provides important insights into how acute stress affects prosociality and its associated neural mechanisms.

Niceness scale: Development and validation of self-reported behavioral niceness measure

Behavioral niceness is a type of prosocial behavior where one acts in a warm and friendly manner in everyday social interactions, with the aim of benefitting the well-being of others. This article reports the development and validation of a scale for measuring self-reported frequency of behavioral niceness. Three studies, via exploratory factor analysis (Study 1), confirmatory factor analysis, reliability and validity testing (Study 2), and test-retest stability examination (Study 3), revealed satisfactory psychometric properties of the 6-item Niceness Scale and established its nomological and discriminant validity on general population samples. Supporting its predictive validity, the Niceness Scale was related to practically relevant outcomes – actual nice behavior as well as well-being (life meaning, self-satisfaction, relationship satisfaction, happiness, and satisfaction with life), social connectedness, and loneliness.

Brief and long maternal separation in C57Bl6J mice: behavioral consequences for the dam and the offspring.

Animal models, especially rodents, have become instrumental to experimentally investigate the effects of an adverse post-natal environment on the developing brain. For this purpose, maternal separation (MS) paradigms have been widely used in the last decades. Nonetheless, how MS affects maternal behavior and, ultimately, the offspring depend on multiple variables. To gain further insights into the consequences of MS, we decided to thoroughly measure and compare the effects of short (15 min, 3 times/day) vs. long (3 h, 1 time/day) separation on multiple maternally-associated behaviors and across the entire post-natal period. Compared to unhandled control litters, our results confirmed previous studies and indicated that SMS enhanced the time and variety of maternal care whereas LMS resulted in poor caregiving. We also showed that SMS-accrued caregiving persisted during the whole post-natal period. In contrast, LMS effects on maternal behavior were restricted to the early life (P2-P10). Finally, we also analyzed the behavioral consequences of these different rearing social environments on the offspring. We found that MS has profound effects in social tasks. We showed that affiliative touch, a type of prosocial behavior that provides comfort to others, is particularly sensitive to the modification of maternal caregiving. Our results provide further support to the contention that interactions during the early post-natal period critically contribute to emotional processing and brain co-construction.

Understanding altruistic behavior: The joint role of prefrontal damage and OXTR genotype

Altruism is a type of prosocial behavior that is carried out in the absence of personal benefit or even at an expense to self. Trait altruism varies greatly across individuals, and the reasons for this variability are still not fully understood. Growing evidence suggests that altruism may be partly determined by the oxytocin receptor (OXTR) gene, which regulates the emotions underlying altruistic attitudes, such as empathy and trust. Neuroimaging and lesion studies have also implied several higher-order brain regions, including the prefrontal cortex, in altruistic behaviors. Yet the existing reports are contradictory and suggest that the top-down control exercised by the prefrontal cortex may promote both altruistic and self-interested behaviors and, thus, could obscure one's natural proclivity towards altruism encoded by OXTR.Here, we hypothesized that extensive prefrontal damage would result in an increased influence of the OXTR genotype on one's altruistic attitudes and actions. To test this hypothesis, we recruited 115 male combat veterans with penetrating traumatic brain injury to the prefrontal cortex and other brain regions, as well as 35 demographically matched control subjects without brain injury. Participants completed a self-report altruism questionnaire and were genotyped for four OXTR single nucleotide polymorphisms implicated in prosocial behavior, including rs53576, rs1042778, rs2254298 and rs7632287.Consistent with the previous studies, we found that individuals homozygotic for the G allele of rs53576 and rs7632287 were significantly more altruistic than carriers of at least one “vulnerable” A allele. Remarkably, in patients with prefrontal cortex damage, greater lesion extent was associated with significantly lower altruism scores in carriers of the A allele of rs7632287, but not in G-homozygotes, suggesting that significant disruption of the prefrontal cortex increased the influence of genetic polymorphisms on prosocial behavior. This study presents the first account of an interaction effect between the OXTR genotype and the location and extent of brain damage.

Peer trust and prosocial behavior among rural left-behind adolescents: The negative moderating role of hope

ABSTRACT Based on the positive youth development (PYD) framework, the protective-protective model, and the conservation of resources theory, this study examined the negative moderating effect of hope between peer trust and six types of prosocial behaviors (emotional, dire, altruistic, compliant, anonymous, and public) among rural left behind adolescents (LBAs) and analyzed the difference of the moderating effect of hope between LBAs and nonLBAs. A total of 700 rural LBAs and 673 rural non-LBAs in Fujian province were surveyed using the Peer Trust Scale, Hope Scale, and Prosocial Tendencies Measure. Correlation analysis showed that peer trust, hope, and six types of prosocial behaviors were all positively correlated. Moderated analysis revealed that peer trust had a stronger influence on emotional, dire, altruistic, and compliant prosocial behavior under a low level of hope in LBAs. Compared with LBAs, hope did not moderate the relationship between peer trust and emotional, dire, and compliant prosocial behavior in non-LBAs. This study revealed the moderating mechanism of LBAs’ peer trust and prosocial behavior and might help them to improve their prosocial behavior.

Family economic pressure and early adolescents' prosocial behavior: The importance of considering the types of prosocial behavior.

Prior research findings are mixed regarding whether prosocial behavior is positively or negatively related to socioeconomic status and its correlates, such as economic pressure. This may be due to the lack of considerations for the type of prosocial behavior. In this study, we aimed to examine how six types of prosocial behavior (i.e., public, anonymous, compliant, emotional, dire, and altruistic) are related to economic pressure among early adolescents. We hypothesized that family economic pressure would be associated with each type of prosocial behavior in differing ways. Participants were 11-14 years old (N = 143, Mage = 12.2 years, SDage = 0.87, 63 boys, 1 trans-identified boy, 55 girls), early adolescents and their parents. Among them, 54.6% were non-Hispanic/Latinx (NH/L) White, 23.8% were NH/L Black, 11.2% were NH/L Asian, 2.1% were NH/L Multiracial, and 8.4% were Hispanic/Latinx. Parents reported family economic pressure and adolescents' six types of prosocial behavior. Path analysis revealed that economic pressure was negatively associated with emotional and dire prosocial behavior over and above age, gender, and race/ethnicity. Family economic pressure was unrelated to public, anonymous, compliant, and altruistic prosocial behavior. These findings show some support for the Family Stress Model, such that economic stress might hinder youth's prosocial development. At the same time, youth may have similar levels of certain types of prosocial behavior regardless of their family's economic pressure. This research provided insight into the complex relation between economic pressure and youth's prosocial behavior which varies depending on the type of behavior.

Can Machiavellianism Not be Prosocial? Roles of Empathy and Death Anxiety.

Machiavellianism has always been notorious, as it is egotistical and manipulative. This study aims to explore whether Machiavellian individuals would increase prosocial behavior to buffer death anxiety, based on Terror Management Theory. A total of 420 Chinese volunteers completed a survey regarding Machiavellianism, empathy (cognitive empathy, affective empathy), death anxiety, and prosocial behavior tendencies. The results indicated that affective empathy mediated the relationship between Machiavellianism and some types of prosocial behavior (total, altruistic, anonymous, compliant, dire and emotional), and the mediating effect was moderated by death anxiety. This finding revealed that although individuals with high levels of Machiavellianism were supposed to be callous, when suffering from death anxiety, they became more affective-empathetic, and thus more prosocial. Our study enriches the relationship between Machiavellianism and kindness.

Holistic understanding of individuals’ prosocial behaviors: A configurational approach

This study examined individuals’ prosocial behaviors by integrating two theories (STOPS: situational theory of problem solving and AAM: anger activism model). To explicate the causal relationship between individuals’ perceptual, cognitive, and emotional factors and prosocial behaviors adoption, this study used a fuzzy-set qualitative comparative analysis (fsQCA). With a survey (N = 312) of individuals who participated in certain types of prosocial behaviors between 2020 and 2021, this study found configurations of core antecedent factors leading to different types of prosocial behaviors. The findings from this study complement the limitations of each theory on its own and contribute to strategic communication practice for nonprofit organizations or other entities involved in encouraging prosocial behaviors.

Energizing and depleting? The daily effects of organizationally focused citizenship behaviors

PurposePrior research suggests that organizational citizenship behavior (OCB) can have both positive and negative effects on employees; however, it is unclear about the mediating mechanisms of this relationship and how the effects of challenging and supportive OCB may differ. Drawing on the dual-pathway model of proactivity and OCB research, the authors derive a theoretical model that attempts to reveal how different types of employees' daily organizationally focused citizenship behaviors can affect employees.Design/methodology/approachThe authors examine the relationships using a daily-diary study using experience sampling methodology (ESM). The survey includes 72 employees who completed three surveys a day for 10 working days resulting in 614 daily observations.FindingsThe authors find that advocacy participation increases perceptions of prosocial impact, which in turn increases daily job satisfaction; the authors also find that advocacy participation decreases ego depletion, which then reduces daily job stress. Daily voice likewise increases perceptions of prosocial impact, which in turn increases daily job satisfaction; however, unlike advocacy participation, voice increases ego depletion, which then increases daily job stress.Originality/valueThe study is one of the first studies to simultaneously examine the personal perceptions and emotions of engaging in daily organizationally focused OCB and recognize the fact that different types of prosocial behavior have differential outcomes. The authors also extend prior research by documenting the mechanisms by which OCB impacts employees.

How prosocial actors use power hierarchies to build moral reputation

Power hierarchies are ubiquitous, emerging formally and informally, in both personal and professional contexts. When prosocial acts are offered within power hierarchies, there is a widespread belief that people who choose lower-power beneficiaries are altruistically motivated, and that those who choose higher-power beneficiaries hold a self-interested motive to ingratiate. In contrast, the current research empirically demonstrates that people can also choose lower-power beneficiaries for self-interested reasons – namely, to bolster their own moral reputation in the group. Across three pre-registered studies, involving different contexts and types of prosocial behavior, and including real financial incentives, we demonstrate that people are more likely to choose lower-power beneficiaries when reputation concerns are more salient. We also provide evidence of the mechanism underlying this pattern: people believe that choosing a lower-power beneficiary more effectively signals their own moral character.

Preschoolers’ responses to prosocial opportunities during naturalistic interactions with peers: A cross‐cultural comparison

AbstractThe goal of this study was to better understand similarities and differences in preschool children's expression of needs and prosocial responsiveness to peers’ needs across two culturally distinct contexts. Preschoolers were observed in a semi‐naturalistic design across rural Mexico and urban Canada, wherein they were instructed to build a tower with blocks. Three‐ to 6‐year‐olds (N = 306; 48% female) were divided into 64 peer groups. We coded for children's expression of needs (instrumental, material, or emotional), responses to prosocial opportunities (prosociality, denial, or no response), prosociality without an apparent need (spontaneous prosociality), and types of prosocial behavior (helping, sharing, or comforting). While instrumental and material needs were expressed similarly across both samples, Tzotzil Maya children expressed fewer emotional needs than Canadian children. Failing to respond to others’ needs, followed by denial, were the most frequent need‐provoked response in both countries; surprisingly, only 9% of needs received a prosocial response. Though need‐provoked prosociality was rare in both cultural contexts, children engaged in considerable spontaneous prosociality which varied as a function of age, gender, and cultural context. Lastly, Canadian more than Tzotzil Maya children denied emotional and instrumental needs (but not material needs). The findings inform how cultural practices may shape the presentation of needs and prosocial responsiveness in peer interactions.

Competitive Contexts Reduce Children’s Motivation to Tell White Lies Based on Big Data Analysis

There is a growing interest in the wireless technology to complement the traditional model-driven design approaches with data-driven machine learning- (ML-) based solutions. Telling a white lie is a distinct type of prosocial behavior, because in terms of the nature of lies, it is a lie but its motivation is to benefit someone else. It is unclear how children behave when they are caught in a conflict between prosocial motivation and the psychological cost of losing in a competition. Big data analysis can improve work efficiency, make analysis work more organized, and make analysis results more accurate. So the purpose of this study was to investigate the motivation of children to tell white lies by using big data analysis to examine the effects of different competitive situations on white lie behavior among 6- to 11-year olds. A final-round-of-game paradigm was used to elicit prosocial white lies in children under varying competitive conditions. These were explored in two studies. In the study, two groups of children ( N = 177 , M age = 104.41 months, SD = 1.74 , 50.8% boys) participated in either baseline conditions or a competition against others. More children tended to tell the truth in the others-competition context group, and boys tended to be more truthful. These findings show that a decision of whether to tell a white lie is influenced by the psychological cost to children.

Facilitating the prosocial development of Rohingya refugee children

Prosociality is essential for the success of human societies. Children’s prosocial development is found to increase in contexts that foster collaboration or emotion perspective taking and is negatively affected by exposure to extreme psychosocial trauma and adversity. Based on these findings, we assessed the effect of collaboration and emotion perspective taking on three types of prosocial behavior—helping, sharing, and comforting—in Rohingya children living in a refugee settlement in India (N = 122; age range = 4–11 years). Half of the children were born in Myanmar (i.e., experienced forced migration from genocide), and half were born in the refugee settlement after their families left Myanmar. We also included a small sample of Rohingya Canadian children (N = 20; age range = 3–12 years) as a within-culture comparison of overall levels of prosocial responding, which were higher in this group relative to children in a refugee settlement. We assigned children in the refugee settlement to one of three conditions—Collaboration, Emotion Perspective Taking (intervention conditions), or Drawing (control condition)—and assessed the three types of prosocial responding following the intervention. Prosocial responding was highest after Collaboration for children born in the refugee settlement and was highest after Emotion Perspective Taking for children born in Myanmar. Overall, these findings point to the potential prosocial benefit in refugee contexts for intervention programs that are responsive to children’s lived experience.

Does Air Pollution Affect Prosocial Behaviour?

Air pollution has become a serious issue that affects billions of people worldwide. The relationship between air pollution and social behaviour has become one of the most widely discussed topics in the academic community. While the link between air pollution and risk-averse and unethical behaviours has been explored extensively, the relationship between air pollution and prosocial behaviour has been examined less thoroughly. Individual blood donation is a typical form of prosocial behaviour. We examined the effect of air pollution on prosocial behaviour using the Poisson regression quasi-maximum likelihood (PQML) based on the panel data related to air pollution and blood donations. We also employed a set of control variables and robustness checks. The findings indicate that air pollution does not affect whole blood donation, although it does affect component blood donation. We also find that the effect of air pollution on blood donation is heterogeneous in terms of gender, age, and other factors. These results show that the relationship between air pollution and prosocial behaviour is limited. Not all types of prosocial behaviour are affected by air pollution, perhaps because air pollution affects only specific psychological motivations and because different types of prosocial behaviour have different motivations.

Maternal and Paternal Parenting Practices and Prosocial Behaviors in Hong Kong: The Moderating Roles of Adolescents’ Gender and Age

This study examined adolescents’ perceived paternal and maternal parenting in relation to different types of prosocial behaviors. Adolescent gender and age were considered as moderators. Participants included 439 Grades 7–11 adolescents (55.13% girls) from five secondary schools in Hong Kong. Path analysis indicated that maternal and paternal autonomy support and maternal control were associated positively with compliant, public, and emotional prosocial behaviors. Paternal control was associated positively with emotional prosocial behaviors only. Paternal autonomy support and maternal control were associated positively with dire prosocial behaviors but negatively with altruistic ones. No age differences were found from multi-group analyses. However, significant gender differences were evident. Paternal autonomy support and maternal control were associated with boys’ and girls’ prosocial behaviors; maternal autonomy support and paternal control were associated with girls’ prosocial behaviors only. Findings suggest that paternal and maternal parenting are associated with prosocial behaviors in meaningful ways depending on adolescents’ gender.

People prefer to diversify across different types of prosocial behaviour.

People have multiple opportunities to act prosocial any given day but only limited resources to do so (e.g. time, effort and money they are willing to invest). We test whether people prefer to diversify their prosocial efforts across different types of help: casual help, direct help, indirect help and emotional support. In two daily diary studies (total N=711), we examine whether previous prosocial behaviour affects subsequent prosocial behaviour for the same or other types of prosocial behaviour. We found that day-to-day prosocial behaviours reflected a diversified helping pattern. Participants were less likely to help the same way (i.e. the same type of prosocial behaviour) on subsequent days and more likely to help in different ways (i.e. a different type of prosocial behaviour). This tendency did not extend to casual help in Study 2, implying that the next day reduction in doing the same type of prosocial behaviour is limited to prosocial behaviours that are at least somewhat effortful or time consuming.