Companies face increasing pressure to adopt social responsibility initiatives while simultaneously providing shareholder value. However, consumers may respond negatively to ‘win-win’ initiatives that benefit society while bringing financial gain to the corporation, producing a backlash effect. Previous researchers have attributed this backlash effect to the violation of a communal relationship norm that companies trigger in consumers when communicating their win-win initiatives. We propose the alternative hypothesis that the backlash derives from people's deception aversion. We find evidence supporting deception aversion in three preregistered studies showing that companies are evaluated negatively when their actions differ from those implied by their stated prosocial policy and not, as predicted by the communal norm violation hypothesis, when they merely earn a profit. Our results suggest that companies should not fear that earning a profit from prosocial activities will carry reputational risk, so long as they are transparent.

Is prosociality parochial or universalist? To shed light on this issue, we examine the relationship between the amount of money given to a stranger (giving in an incentivized Dictator Game) and intergroup attitudes and behavior in the context of randomly assigned teams (a minimal group paradigm) among N = 4,846 Amazon Mechanical Turk workers. Using a set of Dynamic Identity Diffusion Index measures, we find that participants who give more in the Dictator Game show less preferential identification with their team relative to the other team, and more identification with all participants regardless of team. Furthermore, in an incentivized Voter Game, participants who give more in the Dictator Game are more likely to support compromise by voting for the opposing team in order to avoid deadlock. Together, these results suggest that – at least in this subject pool and using these measures – prosociality is better characterized by universalism than parochialism.

Decades of experimental research show that some people forgo personal gains to benefit others in unilateral anonymous interactions. To explain these results, behavioral economists typically assume that people have social preferences for minimizing inequality and/or maximizing efficiency (social welfare). Here we present data that cannot be explained by these standard social preference models. We use a “Trade-Off Game” (TOG), where players unilaterally choose between an equitable option and an efficient option. We show that simply changing the labelling of the options to describe the equitable versus efficient option as morally right completely reverses the correlation between behavior in the TOG and play in a separate Dictator Game (DG) or Prisoner’s Dilemma (PD): people who take the action framed as moral in the TOG, be it equitable or efficient, are much more prosocial in the DG and PD. Rather than preferences for equity and/or efficiency per se, our results suggest that prosociality in games such as the DG and PD are driven by a generalized morality preference that motivates people to do what they think is morally right.

As individuals from different nations increasingly interact with each other, research on national in-group favoritism becomes particularly vital. In a cross-national, large-scale study (N = 915) including representative samples from four Latin American nations (Chile, Peru, Colombia, Venezuela) and the USA, we explore differences regarding nationality-based in-group favoritism. In-group favoritism is assessed through differences in prosocial behavior toward persons from the own nation as compared to persons from other nations in fully incentivized one-shot dictator games. We find strong evidence for national in-group favoritism for the overall sample, but also significant differences among national subsamples. Latin Americans show more national in-group favoritism compared to US Americans (interacting with Latin Americans). While US Americans mainly follow an equal split norm (for both in- and out-group interactions), Latin Americans do so only in in-group interactions. The magnitude of in-group favoritism increases with social distance toward the out-group.

Social Value Orientation (SVO) refers to an individual’s preference for the division of resources between the self and another person. Since evidence suggests that hormones influence several facets of human social behavior, we asked whether SVO might fluctuate across the female menstrual cycle. Using self-report data obtained in two independent online studies, we show that cooperative preferences, as indexed by SVO, are indeed significantly more prosocial in the early follicular compared to the midluteal phase in naturally ovulating women. Furthermore, when estimating hormonal variations from norm data, we found estradiol, but not progesterone or testosterone, to be a significant predictor of SVO across the menstrual cycle in both studies, with a negative correlation. Our findings provide evidence that the willingness to cooperate varies across the natural female menstrual cycle and highlight the potential of investigating psychological effects of ovarian sex hormones.

The opportunity to tell a white lie (i.e., a lie that benefits another person) generates a moral conflict between two opposite moral dictates, one pushing towards telling the truth always and the other pushing towards helping others. Here we study how people resolve this moral conflict. What does telling a white lie signal about a person’s pro-social tendencies? To answer this question, we conducted a two-stage 2x2 experiment. In the first stage, we used a Deception Game to measure aversion to telling a Pareto white lie (i.e., a lie that helps both the liar and the listener), and aversion to telling an altruistic white lie (i.e., a lie that helps the listener at the expense of the liar). In the second stage we measured altruistic tendencies using a Dictator Game and cooperative tendencies using a Prisoner’s dilemma. We found three major results: (i) both altruism and cooperation are positively correlated with aversion to telling a Pareto white lie; (ii) both altruism and cooperation are negatively correlated with aversion to telling an altruistic white lie; (iii) men are more likely than women to tell an altruistic white lie, but not to tell a Pareto white lie. Our results shed light on the moral conflict between prosociality and truth-telling. In particular, the first finding suggests that a significant proportion of people have non-distributional notions of what the right thing to do is, irrespective of the economic consequences, they tell the truth, they cooperate, they share their money.

Cultures differ in many important ways, but one trait appears to be universally valued: prosociality. For one’s reputation, around the world, it pays to be nice to others. However, recent research with American participants finds that evaluations of prosocial actions are asymmetric—relatively selfish actions are evaluated according to the magnitude of selfishness but evaluations of relatively generous actions are less sensitive to magnitude. Extremely generous actions are judged roughly as positively as modestly generous actions, but extremely selfish actions are judged much more negatively than modestly selfish actions (Klein & Epley, 2014). Here we test whether this asymmetry in evaluations of prosociality is culture-specific. Across 7 countries, 1,240 participants evaluated actors giving various amounts of money to a stranger. Along with relatively minor cross-cultural differences in evaluations of generous actions, we find cross-cultural similarities in the asymmetry in evaluations of prosociality. We discuss implications for how reputational inferences can enable the cooperation necessary for successful societies.

Why does human prosociality vary around the world? Evolutionary models and laboratory experiments suggest that possibilities for partner choice (i.e. the ability to leave unprofitable relationships and strike up new ones) should promote cooperation across human societies. Leveraging the Global Preferences Survey (n = 27,125; 27 countries) and the World Values Survey (n = 54,728; 32 countries), we test this theory by estimating the associations between relational mobility, a socioecological measure of partner choice, and a wide variety of prosocial attitudes and behaviours, including impersonal altruism, reciprocity, trust, collective action and moral judgements of antisocial behaviour. Contrary to our pre-registered predictions, we found little evidence that partner choice is related to prosociality across countries. After controlling for shared causes of relational mobility and prosociality – environmental harshness, subsistence style and geographic and linguistic proximity – we found that only altruism and trust in people from another religion are positively related to relational mobility. We did not find positive relationships between relational mobility and reciprocity, generalised trust, collective action or moral judgements. These findings challenge evolutionary theories of human cooperation which emphasise partner choice as a key explanatory mechanism, and highlight the need to generalise models and experiments to global samples.

Social choice theory demonstrates that majority rule is generically indeterminate. However, from an empirical perspective, large and arbitrary policy shifts are rare events in politics. The uncovered set (UCS) is the dominant preference-based explanation for the apparent empirical predictability of majority rule in multiple dimensions. Its underlying logic assumes that voters act strategically, considering the ultimate consequences of their actions. I argue that all empirical applications of the UCS rest on an incomplete behavioral model assuming purely egoistically motivated individuals. Beyond material self-interest, prosocial motivations offer an additional factor to explain the outcomes of majority rule. I test my claim in a series of committee decision-making experiments in which I systematically vary the fairness properties of the policy space while keeping the location of the UCS constant. The experimental results overwhelmingly support the prosociality explanation.