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Warming up cool cooperators

Author

Listed:
  • Eamonn Ferguson

    (University of Nottingham
    University of Cambridge)

  • 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
    Australian Red Cross Lifeblood
    The University of Queensland)

  • Tanya E. Davison

    (Australian Red Cross Lifeblood
    Monash University)

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.

Suggested Citation

  • Eamonn Ferguson & Claire Lawrence & Sarah Bowen & Carley N. Gemelli & Amy Rozsa & Konrad Niekrasz & Anne Dongen & Lisa A. Williams & Amanda Thijsen & Nicola Guerin & Barbara Masser & Tanya E. Davison, 2023. "Warming up cool cooperators," Nature Human Behaviour, Nature, vol. 7(11), pages 1917-1932, November.
    • Handle: RePEc:nat:nathum:v:7:y:2023:i:11:d:10.1038_s41562-023-01687-6
    DOI: 10.1038/s41562-023-01687-6
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    References listed on IDEAS

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    1. Ernst Fehr & Simon Gächter, 2002. "Altruistic punishment in humans," Nature, Nature, vol. 415(6868), pages 137-140, January.
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