Warming up cool cooperators

Eamonn Ferguson (), Claire Lawrence, Sarah Bowen, Carley N. Gemelli, Amy Rozsa, Konrad Niekrasz, Anne Dongen, Lisa A. Williams, Amanda Thijsen, Nicola Guerin, Barbara Masser and Tanya E. Davison
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Eamonn Ferguson: University of Nottingham
Claire Lawrence: Lawrence PsychAdvisory
Sarah Bowen: University of Nottingham
Carley N. Gemelli: Australian Red Cross Lifeblood
Amy Rozsa: Corporate Strategy and Transformation, Australian Red Cross Lifeblood
Konrad Niekrasz: Corporate Strategy and Transformation, Australian Red Cross Lifeblood
Anne Dongen: University of Twente
Lisa A. Williams: University of New South Wales
Amanda Thijsen: Australian Red Cross Lifeblood
Nicola Guerin: Australian Red Cross Lifeblood
Barbara Masser: University of Cambridge
Tanya E. Davison: Australian Red Cross Lifeblood

Nature Human Behaviour, 2023, vol. 7, issue 11, 1917-1932

Abstract: Abstract Explaining why someone repeats high-cost cooperation towards non-reciprocating strangers is difficult. Warm glow offers an explanation. We argue that warm glow, as a mechanism to sustain long-term cooperation, cools off over time but can be warmed up with a simple intervention message. We tested our predictions in the context of repeat voluntary blood donation (high-cost helping of a non-reciprocating stranger) across 6 studies: a field-based experiment (n = 5,821) comparing warm-glow and impure-altruism messages; an implementation study comparing a 3-yr pre-implementation period among all first-time donors in Australia (N = 270,353) with a 2-yr post-implementation period (N = 170, 317); and 4 studies (n = 716, 1,124, 932, 1,592) exploring mechanisms. We show that there are relatively warm and cool cooperators, not cooling cooperators. Cooperation among cool cooperators is enhanced by a warm-glow-plus-identity message. Furthermore, the behavioural facilitation of future cooperation, by booking an appointment, is associated with being a warm cooperator. Societal implications are discussed.

Date: 2023
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DOI: 10.1038/s41562-023-01687-6

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