Prosocial Behavior - Situational and Individual Factors Relating To Prosocial Behavior

Situational and Individual Factors Relating To Prosocial Behavior

Prosocial behavior is mediated by both situational and individual factors.

Situational factors

The decision model of bystander intervention noted that whether or not an individual gives aid in a situation depends upon their analysis of the situation. An individual will consider whether or not the situation requires their assistance, if the assistance is the responsibility of the individual, and how to help.

The number of individuals present in the situation requiring help is also a mediating factor in one’s decision to give aid, where the more individuals are present, the less likely it is for one particular individual to give aid due to a reduction in perceived personal responsibility.

Additionally, Piliavin et al., (1981) noted that individuals are likely to maximize their rewards and minimize their costs when determining whether or not to give aid in a situation – that is, that people are rationally self-motivated. Prosocial behavior is more likely to occur if the cost of helping is low (i.e. minimal time, or minimal effort), if helping would actually benefit the individual providing the help in some way, and if the rewards of providing the help are large. If it is in an individual’s interest to help, they will most likely do so, especially if the cost of not providing the help is great.

People are also more likely to help those in their social group, or their "in group". With a sense of shared identity with the individual requiring assistance, the altruist is more likely to provide help, on the basis that one allocates more time and energy towards helping behavior within individuals of their own group. The labeling of another individual as a member of one’s "in-group" leads to greater feelings of closeness, emotional arousal, and a heightened sense of personal responsibility for the other’s welfare, all of which increase the motivation to act prosocially.

Researchers have also found that social exclusion decreases the likelihood of prosocial behavior occurring. In a series of seven experiments conducted by Twenge et al., (2007) researchers manipulated social inclusion or exclusion by telling research participants that other participants had purposefully excluded them, or that they would probably end up alone later in life. They found that this preliminary social exclusion caused prosocial behavior to drop significantly, noting that,"Socially excluded people donated less money to a student fund, were unwilling to volunteer for further lab experiments, were less helpful after a mishap, and cooperated less in a mixed-motive game with another student." This effect is thought to be due to the fact that prosocial behavior, again, is motivated by a sense of responsibility in caring for and sharing resources with members of one's own group.

Individual factors

Individuals can be compelled to act prosocially based on learning and socialization during childhood. Operant conditioning and social learning positively reinforces discrete instances of prosocial behaviors. Helping skills and a habitual motivation to help others is therefore socialized, and reinforced as children understand why helping skills should be used to help others around them.

Social and individual standards and ideals also motivate individuals to engage in prosocial behavior. Social responsibility norms, and social reciprocity norms reinforce those who act prosocially. As an example, consider the child who is positively reinforced for "sharing" during their early childhood years. When acting prosocially, individuals reinforce and maintain their positive self-images or personal ideals, as well as help to fulfill their own personal needs.

Emotional arousal is an important motivator for prosocial behavior in general. Batson's (1987) empathy-altruism model examines the emotional and motivational component of prosocial behavior. Feeling empathy towards the individual needing aid increases the likelihood that the aid will be given. This empathy is called "empathetic concern" for the other individual, and is characterized by feelings of tenderness, compassion, and sympathy.

Agreeableness is thought to be the personality trait most associated with inherent prosocial motivation. Prosocial thoughts and feelings may be defined as a sense of responsibility for other individuals, and a higher likelihood of experiencing empathy ("other-oriented empathy") both affectively (emotionally) and cognitively. These prosocial thoughts and feelings correlate with dispositional empathy and dispositional agreeableness.