Standards Influence Us To Help More

Contrary to what many people may think, altruism or helpful behavior does not always have a pure background of goodness. At least, psychosocial studies on this topic seem to support this idea. On the other hand , there are many variables that make an altruistic motivation materialize. Among these modulating or mediating factors we find the norms.

Thus, we can say that at a certain moment, circumstances can cause a diffusion of responsibility or an assumption of responsibility to occur. In this sense, there is a whole current of research that defends that these aspects influence the time that the altruistic motivation itself occurs.

Be that as it may, in this article we are going to review these circumstances to which altruistic behavior or motivation is sensitive. Some are encompassed within the context of norms, specifically social norms .

The role of social influence or norms

The decision-making of whether or not to help in a situation is largely determined by processes that can generate social influence. As good zoon politikon that we have been considered since time immemorial, man seeks rewards and tries to avoid punishment. In this framework, the consequences do not have to be material – in fact, they usually are not – but we could consider them symbolic social reinforcements.

Social norms are in charge of reinforcing or punishing according to the behaviors of the group members. For example, if the norm dictates that half of what is hunted must be shared with the weakest members of the group, it is the fulfillment of that social norm that determines the reinforcement – if the food is shared, one will be well seen in the group – or the administration of punishment – if not shared, the consequence may be censorship or social isolation.

Krebs and Miller (1991) find three examples of social norms that often influence the decision to help a third party or not. Those norms are: reciprocity, responsibility and fairness.

Reciprocity: give me back everything with interest!

According to these authors, one of the social norms — norms within a broad group of people — that most influences is reciprocity. This idea refers to a relationship model in which the performance of a helping behavior – or a favor – is issued with the hope that in the future the help will come in the opposite direction.

Therefore, the aid in this case becomes a kind of investment for the future. Just as we accumulate provisions in the face of the threat of famine, we also accumulate favors pending repayment due to what may happen in the future. We never know who or what resources we are going to need, and this is thought that would act as a motivation for altruism.

Within reciprocity, several factors influence the topology of the helping behavior. These factors are: the need of the recipient – if it is observed that he needs a lot of help, we will expect a greater return – or the resources of the donor – if the other cannot offer us valuable resources, there will be less probability that the helping behavior will occur. .

Responsibility: I help you if you depend on me

Bercowitz (1972) said that man helps those who depend on his help. Therefore, the altruistic act or the behavior of helping a third party will also be influenced by the dependence that the third party has on oneself. People tend to feel more responsible for the fate of others if they show greater dependency or vulnerability.

It is a type of extrinsic altruism, that is, not satisfactory by itself, because there are also reinforcements — both positive and negative—; the person looks for something. Helping someone who depends on us is a good way to avoid guilt, to avoid being reproached by the group or to reinforce the thinking that says that we are important and necessary.

On the other hand, there are many factors that can delay helping behavior. One of them can be the diffusion of responsibility —thinking that another person is going to provide the requested help and delegating it automatically, without even knowing if the hypothesis is going to be fulfilled— or changes in mood.

Equity: helping in the right way

Finally, another social rule refers to fairness. Equity determines a search for proportionality between what is received and what is contributed.

Therefore, the emission of the helping behavior depends on the distribution of the weight on the scale. If it is determined that a lot has already been helped in relation to an issue, the person will think that they have already done enough to have certain benefits.

This means that fairness can lead to both helpful and selfish behavior depending on the balance between costs and benefits at the time. Thibaut and Kelly determine that generous behavior today can allow us to anticipate generous behavior tomorrow.

Origin of social norms: values

Social norms are not all the same in different cultures. In fact, the universality of the norms must be seen from the cross-cultural comparison. Those norms that govern our behavior can be personal —of oneself— or cultural —inserted in the social group in which one inhabits—, but they are based on values.

Values ​​are beliefs about the ultimate end of things, which at an abstract level guide our way of being and our judgment about what happens in the world. Therefore, they also shape the social norms by which we live.

The most intrinsic values ​​that can be related to altruism or helping behavior are two: benevolence and universalism. Benevolence refers to the concern felt for the well-being of well-known and close people, who matter to us. Universality refers to a more abstract concept, concern for the welfare of people in general, the common good.

Depending on social values, other types of personal norms and different criteria will be configured when providing helpful behavior or not. In fact, social norms are very different in countries like India or the United States.

• In India there is a very strong culture related to helping others. Failure to provide assistance can entail large penalties and is seen as an objective obligation in the Asian country.

• In the United States, helping is mandatory, but in situations of dire need or in family relationships.

All of the above tries to understand altruism beyond the goodness or personality of a person. Altruism, like any other manifestation, is regulated by a complex mechanism in which reinforcements and punishments, benefits and social norms also have something to say, favoring or hindering helping behavior.