When Omicron knocks at door: An inverted U-shape relationship between virus proximity and prosocial behavior
Cheng Zhang1, Lixian Qian2, Wen Yu1
1School of Management, Fudan University, Shanghai 200433, China.
Fundamental Research
|June 18, 2025
Summary
Danger proximity influences prosocial behavior, showing an inverted U-shape. People help more when near potential COVID-19 Omicron infections, but less when too close, impacting interpersonal helping.
Area of Science:
- Social Psychology
- Behavioral Economics
- Public Health
Background:
- Existing research shows mixed findings on the link between perceived danger and prosocial actions.
- Understanding these dynamics is crucial, especially during public health crises like pandemics.
Purpose of the Study:
- To investigate the relationship between the proximity of danger (COVID-19 Omicron variant infection) and prosocial behavior.
- To examine the nuanced, non-linear effects of danger proximity on community actions during a zero-COVID policy.
Main Methods:
- Conducted a nationwide survey of 8567 households in China during the 2022 COVID-19 Omicron outbreak.
- Utilized the quasi-random nature of neighborhood quarantines under a zero-COVID policy to assess danger proximity.
- Analyzed the relationship between proximity to infected cases and residents' prosocial behavior.
Main Results:
- Identified an inverted U-shape relationship between danger proximity and prosocial behavior.
- Prosocial behavior increased as residents lived closer to infected cases, but decreased when proximity was very high.
- This non-linear effect was significant for interpersonal helping but not for cooperative behavior.
Conclusions:
- The proximity of infectious disease outbreaks influences prosocial behavior in a non-linear manner.
- Policymakers need to consider these varied responses to effectively support communities during quarantines.
- Interventions should be tailored, recognizing differences between interpersonal helping and cooperation.
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