Intuition, reflection, and prosociality: Evidence from a field experiment

Area of Science:

• Behavioral Economics
• Social Psychology
• Dual-Process Theory

Background:

• The debate on whether humans are inherently good or if prosocial behavior stems from reflective self-control is ongoing.
• Dual-process theories suggest intuitive responses may align with ingrained norms, a concept explored by the social heuristic hypothesis (SHH).

Purpose of the Study:

• To investigate the applicability of the social heuristic hypothesis (SHH) in a real-world, non-reactive field experiment.
• To determine if intuitive behavior, as opposed to reflective behavior, influences prosocial actions in an unaware participant setting.

Main Methods:

• A non-reactive field experiment was conducted where participants were unaware of being studied.
• Participants' general intuitiveness and prosocial attitudes were measured in a prior lab experiment.
• Self-reported intuitiveness during the field experiment and prosocial behavior (reporting a misdirected email vs. personal gain) were assessed.

Main Results:

• Self-reported intuitiveness showed a positive bivariate effect on prosocial behavior, but this became insignificant when controlling for attitudes.
• Both general and self-reported intuitiveness demonstrated a significant positive interaction effect with prosocial attitudes on prosocial behavior.
• The SHH's predictions were supported in a real-life context, extending previous laboratory and online findings.

Conclusions:

• Prosocial behavior in real-life situations is significantly influenced by the interaction between intuitiveness and prosocial attitudes.
• The social heuristic hypothesis (SHH) is validated in a field experiment, demonstrating its relevance beyond controlled lab settings.