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.

Citation

Ferguson, E., Lawrence, C., Bowen, S., Gemelli, C. N., Rozsa, A., Niekrasz, K., …Davison, T. E. (2023). Warming up cool cooperators. Nature Human Behaviour, 7, 1917-1932. https://doi.org/10.1038/s41562-023-01687-6

• 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