Warming up cool cooperators

Ferguson, Eamonn; Lawrence, Claire; Bowen, Sarah; Gemelli, Carley N.; Rozsa, Amy; Niekrasz, Konrad; van Dongen, Anne; Williams, Lisa A.; Thijsen, Amanda; Guerin, Nicola; Masser, Barbara; Davison, Tanya E.

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-year pre-implementation period among all first-time donors in Australia (N =270,353) with a 2-year post-implementation period (Ns = 170, 317); and 4 studies (ns = 716, 1124, 932, 1592) 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.

• Journal Article Type: Article
• Acceptance Date: Jul 27, 2023
• Online Publication Date: Sep 14, 2023
• Publication Date: 2023-11
• Deposit Date: Jul 27, 2023
• Publicly Available Date: Sep 26, 2023
• Journal: Nature Human Behaviour
• Electronic ISSN: 2397-3374
• Publisher: Nature Publishing Group
• Peer Reviewed: Peer Reviewed
• Volume: 7
• Pages: 1917-1932
• DOI: https://doi.org/10.1038/s41562-023-01687-6
• Keywords: Behavioral Neuroscience; Experimental and Cognitive Psychology; Social Psychology
• Public URL: https://nottingham-repository.worktribe.com/output/23483730