Prosocial Behaviour

What is prosocial behaviour?

Prosocial behaviour = voluntary actions intended to benefit others (e.g., helping, sharing, donating, cooperating)

Altruism

Helping without expectation of reward, and sometimes at the cost of the person helping the other person

Why Do People Help?

1. Evolutionary Explanations:

Kin selection theory: help relatives to protect shared genes

Reciprocal altruism: help now, expect help later

2. Social Exchange Theory

Helping is based on cost–benefit analysis

Help when rewards outweigh costs

3. Empathy–Altruism model (Batson)

What makes a person more likely to help?

Helping is motivated by empathy. High empathy → altruistic helping.

• Mood: good mood or guilt increases helping

Why do some people not help others?

Situational Factors:

• Bystander Effect (More people present → less helping)

• Diffusion of responsibility

• Pluralistic ignorance

• Fear of embarrassment

• Time pressure: being in a hurry reduces helping

What are the steps to helping others?

Steps to Helping (Latané & Darley):

1. Notice the event

2. Interpret as emergency

3. Take responsibility

4. Know how to help

5. Decide to help

What external factors can impact wether people become more prosocial?

Gender: men help more in physically risky situations, women help more in emotional support

Media: prosocial media increases helping behaviour, increasing Prosocial Behaviour

What are ways to promote prosocial behaviour?

• Increase empathy

• Reduce anonymity

• Educate about the bystander effect

• Promote social responsibility norms