Definition
- Prosocial Behavior: Voluntary actions done with the aim of benefitting other people. This is also known as altruism.
Factors Influencing Prosocial Behavior (Origins)
Biological Factors (Biological Altriusm)
- Evolutionary Perspective: Prosocial behavior may have evolved to enhance survival and reproductive success.
- Kin Selection Theory: Individuals are more likely to help relatives to ensure the survival of shared genes.
- Neurobiological Basis: The role of oxytocin, dopamine, and brain structures like the amygdala in promoting social bonding and empathy.
Cognitive Factors (Psychological Altriusm)
- Empathy-Altruism Hypothesis: People help others because they feel empathy and genuinely want to reduce another person’s distress.
- Cost-Reward Model: People weigh the costs and benefits of helping before deciding whether to intervene.
- Social Cognitive Theory: Observational learning influences prosocial behavior. Individuals learn to help by seeing others engage in prosocial acts.
Sociocultural Factors
- Cultural Norms: Collectivist cultures emphasize community and interdependence, which may lead to higher levels of prosocial behavior.
- Social Responsibility Norm: Societal expectations encourage individuals to help those in need.
- Reciprocity Norm: The expectation that helping others will lead to future reciprocation.
Key Studies
1. Kin Selection Theory (Biological)
Case studyMadsen et al. (2007):
Aim: To investigate whether kin selection influences altruistic behavior in humans.
Method:
- Laboratory experiment with a repeated measures design. British participants (UK) and Zulu participants (South Africa).
- Participants provided a list of family members with varying genetic relatedness (e.g., parents, siblings, cousins).
- They were asked to adopt a painful physical position (similar to a wall sit) for as long as possible.
- For every 20 seconds they endured, a small amount of money (UK) or food hampers (Zulu) was donated to the specific family member.
- Five trials were conducted with 15-minute breaks in between, where participants held the position for:
- Themselves
- Parents or Siblings
- Grandparents, Aunts, Uncles, Nieces, Nephews
- Cousins
- A local charity
Findings:
- The time spent in the painful position increased with the coefficient of genetic relatedness (participants endured more pain for closer relatives).
- This effect was found in both British and Zulu participants, suggesting that kin selection is a universal factor in altruistic behavior.
- However, kinship is not the only determinant of altruism—other social and cultural factors also play a role.
Conclusion:
- The study provides experimental evidence for kin selection theory, supporting the idea that people are more altruistic toward closer genetic relatives.
Evaluation:
- Controlled for confounding variables: Participants did not live with the recipients, ensuring results were based on genetic relatedness rather than daily interactions.
- Supports the idea that kin selection is a universal human behavior.
- Participants experienced physical discomfort (although they could stop at any time).
- The study does not rule out other influences on altruism, such as social norms or reciprocity.
