Warming up cool cooperators.
Nat Hum Behav
; 7(11): 1917-1932, 2023 Nov.
Article
em En
| MEDLINE
| ID: mdl-37710031
ABSTRACT
Explaining why someone repeats high-cost cooperation towards non-reciprocating strangers is difficult. Warm glow offers an explanation. We argue that warm glow, as a mechanism to sustain long-term cooperation, cools off over time but can be warmed up with a simple intervention message. We tested our predictions in the context of repeat voluntary blood donation (high-cost helping of a non-reciprocating stranger) across 6 studies a field-based experiment (n = 5,821) comparing warm-glow and impure-altruism messages; an implementation study comparing a 3-yr pre-implementation period among all first-time donors in Australia (N = 270,353) with a 2-yr post-implementation period (N = 170, 317); and 4 studies (n = 716, 1,124, 932, 1,592) exploring mechanisms. We show that there are relatively warm and cool cooperators, not cooling cooperators. Cooperation among cool cooperators is enhanced by a warm-glow-plus-identity message. Furthermore, the behavioural facilitation of future cooperation, by booking an appointment, is associated with being a warm cooperator. Societal implications are discussed.
Texto completo:
1
Bases de dados:
MEDLINE
Assunto principal:
Altruísmo
Limite:
Humans
País/Região como assunto:
Oceania
Idioma:
En
Revista:
Nat Hum Behav
Ano de publicação:
2023
Tipo de documento:
Article
País de afiliação:
Reino Unido