Norms in Prosocial Decisions : The Role of Observability, Avoidance, and Conditionality

Abstract: Prosocial behaviors benefit other people and range from donations to charity to behavior limiting the spread of disease, such as masking and vaccination. The overarching purpose of this thesis was to contribute to our understanding of how social norms and conformity affect prosocial behavior. Here, three norm-related factors that affect such prosocial behavior were investigated: observability, avoidance and conditionality. Observability concerns whether a person is being observed during prosocial decisions, which can typically increase conformity to norms. Avoidance concerns whether a person avoids or seeks out knowledge about prosocial norms. Conditionality concerns the conditional nature of when behavior shifts occur in relation to others behavior. For instance, a person may want to follow a prosocial norm only if a very large majority adheres to it, or only if the goal of the norm is realistic to attain. Paper I focused on observability of prosocial decisions. Making decisions while knowing they would be shown to others increased prosocial behavior in the form of cooperation in a Public Goods Game, and preferences for deontological choices in moral dilemmas, but not donations given to charity. Paper II examined the existence of avoidance behavior regarding social norm about donations. Such norm avoiders appeared to be comprised of both prosocial and less prosocial individuals. Paper III investigated the interplay between descriptive (what people do) and injunctive (what one should do) norms in regards to masking during COVID-19. Paper IV then explored how varying the goal set for a prosocial norm affects willingness to try to achieve the goal, in the context of thresholds for herd immunity and vaccines for COVID-19. Some individuals were demotivated by seeing a higher goal as harder to achieve and others were motivated by believing a higher goal to lead to more people getting vaccinated. Taken together, these papers point to the inherent complexity of how norms relate to prosocial behavior, and suggest relevant aspects to consider when wanting to promote prosocial behavior.