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Prosocial advice to close versus non-close others
Hong Zhang1, Beibei Zhuo1, Li Wei1
1Department of Psychology, School of Social and Behavioral Sciences, Nanjing University, Nanjing, China.
The British Journal of Social Psychology
|March 12, 2022
Summary
People are less likely to advise close friends and family to engage in prosocial behaviors like donating blood or volunteering. Advice to loved ones is more influenced by perceived costs.
Area of Science:
- Social Psychology
- Behavioral Economics
- Prosocial Behavior Research
Background:
- Understanding social influences on prosocial behavior is crucial.
- Previous research has explored factors affecting altruism and helping behaviors.
- The specific role of social closeness in advice-giving for prosocial acts remains less understood.
Purpose of the Study:
- To investigate whether individuals are more likely to advise close versus non-close others to engage in prosocial behaviors.
- To examine the influence of social closeness on advice-giving for various prosocial activities.
- To explore the role of cost-benefit judgments in prosocial advice to different social targets.
Main Methods:
- Six studies were conducted with a total of 1861 participants.
- Participants' likelihood of giving advice for prosocial behaviors (blood donation, money donation, volunteering) to close vs. non-close others was assessed.
- Studies 3, 5, and 6 additionally analyzed the contingency of advice on cost judgments.
Main Results:
- Participants consistently showed less inclination to advise close others compared to non-close others regarding prosocial behaviors.
- This effect was observed across blood donation, money donation, and volunteer activities.
- Prosocial advice given to close others was found to be more dependent on cost considerations than advice given to non-close others.
Conclusions:
- Social closeness significantly impacts advice-giving for prosocial behaviors.
- Individuals are less likely to advise their close network to engage in costly prosocial acts.
- Cost-benefit analyses play a more prominent role when advising close individuals on prosocial engagement.
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