What would you say if I told you that simply observing people thanking others induced more altruism? The simple act of watching someone else do something uplifting or a good deed motivates us to also do good. At least that’s what researchers found in a recent demonstration of this effect at the University of Plymouth.
In two experiments, researchers (Schnall et al., 2010) tested the level of altruistic behaviors amongst female students by asking them to view TV clips of three kinds — a neutral clip showing scenes from a nature documentary, an uplifting segment from “The Oprah Winfrey Show” showing musicians thanking their mentors, or a clip from a British comedy, intended to induce mirth.
When asked if they wanted to participate in another study (in the first experiment), or if they would be willing to complete a boring questionnaire (in the second study), the subjects who watched the uplifting clip from the Oprah Winfrey Show were nearly twice as likely to agree than people who watched the neutral or funny clip.
Simply watching others do something good and uplifting encouraged more altruistic behavior.
Another study (Liljenquist et al., 2010) looked at the impact of scent on our altruistic behavior. Ninety-nine undergraduate students were individually assigned to either a clean-scented room (sprayed with Windex) or a baseline, no-scent room and were asked to work on a packet of unrelated tasks.
“Included in the packet was a flyer requesting volunteers for Habitat for Humanity, a charitable nonprofit organization. Participants reported their interest in volunteering for future Habitat efforts, specified the activities they would like to assist with, and indicated whether they wanted to donate funds to the cause,” noted the researchers. The researchers also controlled for subjects’ current mood, to rule that out as a possible explanation for their findings.
Participants in the clean-scented rooms expressed greater interest in volunteering and donating money to the charity than control participants did. Room scent had no impact on either positive or negative affect, and in analyses controlling for the participants’ current mood, room scent continued to have a significant effect on volunteerism and donation rate.
Isn’t human behavior amazing?
Limitations of the studies were that subjects were all college students, who may be different than older adults who may view the world differently (or more cynically). And since all of the subjects of the first study were female, we also can’t be sure if the first study’s findings would hold true for men.
Motivating individuals to “do good” imay be surprisingly simple and uncomplicated. Show them an uplifting TV clip in a clean-scented room, and you’ll have a group of individuals primed and ready to be altruistic.
Read the full story: Observe a Good Deed, Perform a Good Deed
References:
Liljenquist, K., Zhong, C-B., & Galinsky, A.D. (2010). The Smell of Virtue: Clean Scents Promote Reciprocity and Charity. Psychological Science. doi:10.1177/0956797610361426
Schnall, S., Roper, J., & Fessler, D. (2010). Elevation Leads to Altruistic Behavior Psychological Science DOI: 10.1177/0956797609359882
9 comments
I gave up my seat on a crowded bus to a an elderly man who was having a hard time keeping his balance. I was offered a seat by someone else in seconds.
Hi John and thank you for an inspiring article that encapsulates the true essence of Humanistic ‘Karma’
“Simply watching others do something good and uplifting encouraged more altruistic behavior.â€
By experiencing the simple yet powerful ripple effect of a smile or laughter can exhibit this philanthropy and just goes to emphasize that; “Isn’t human behavior amazing?â€
Thanks again
Regards
Dawn Pugh
Please! What a waste to think you can over simplify so ridiculously and to think that there would be anything useful. What’s amazing is the garbage people will swallow.
It even lists its limitations showing that it is nothing more than small sampling in very non diverse environment therefore it is impossible to even draw cursory conclusions.
It did not take into account the women’s social status, economic class, self esteem, sexual history or a million other things that affect the way we process and use information.
I have seen with my own eyes altruism turn a crowd evil…the difference being that the one exhibiting altruistic behavior was not considered to “normal” or “acceptable” to society. The crowd seemed to so enraged that someone like that might be a better person than they are.
Thank you, John, for calling this to the attention of the naysayers who find they can’t take the time to respond kindly to others. What a miserable life it would be without those who interact in an altruistic manner.
I asked my family and friends to do something kind and consider telling me about it (or not) in a card, instead of giving me the materialistic Christmas gifts for which I have no use. Out of 12 requests only two responded. The others chose to give me the traditional gifts. That is NOT to say the others did not offer acts of kindness to others for I have a kind and loving group of people who surround me.
My mother who was in a nursing home and confined to a wheelchair wrote about her daily ritual of going to the room of a blind friend and accompanying her down a long hallway to locate the door to the dining room. A friend responded in terms of taking time in the grocery store to accompany someone using a motorized cart to take things she needed off the high shelves she could not reach. (Yes, I know people who think negatively could turn that into a sham – what a pity for them).
Both spoke in terms of the small amount of time it took and when I talked w/them about their experience, they had seen others in the same location at the same time offer help to others. One person gave up her place in the checkout line, and the other saw a lady begin to sit regularly beside a woman who could not respond quickly enough to locate her bingo blocks and helped her win the quarters given when they won at bingo.
From my personal experiences I’ve observed people notice altruistic behaviors and in turn reach out to others.
How unfortunate that a person would assume that small acts of kindness go unnoticed and have no positive ripple effect, instead of intentionally choosing to ignore the needs and pleasant interaction with others.
If all of us would go to the trouble to do good instead of writing it off as not worth the trouble or thinking they would appear to be “better” than others, the world would be a much happier place to live. I vote for kindness hands down!
hey great post I’m a big bingo fan from Manchester
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