Warming up Cooling Cooperators

Abstract

The warm-glow of giving is one mechanism proposed to account for high levels of human cooperation. However, little is known about how warm-glow can be harnessed to sustain long-term cooperation to benefit wider society (vaccinations, blood donation). We argue that the power of warm-glow to sustain long-term cooperation cools offs over time but can be warmed-up with a simple intervention message. We test, and confirm this prediction, in a field-based experiment (n = 5,821) comparing warm-glow versus positive affect messages to predict long-term cooperation (blood donation) and confirm our findings in a subsequent implementation study comparing donation attendance in a 3 year pre-implementation period, prior to the warm-glow message being sent to all 1st time donors in Australia (Ns = 90,317, 93,430 & 89,606) to a 2 year post-implementation period (Ns = 81,766 & 88,551). Exogenously manipulated warm-glow can encourage long-term cooperation that benefits society. Wider societal implications are discussed.

Strategies and theories to attract and retain blood donors: fairness, reciprocity, equity and warm‐glow

“…The results showed that those who had rebooked in centre were more likely to return 3 months later to donate, as were those who received the warm‐glow‐plus‐donor‐identity message with this effect for the warm‐glow‐plus‐donor‐identity message stronger in those who had not rebooked in the centre. Thus, this simple warm‐glow‐plus‐donor‐identity message enhanced the return rates overall and especially in those who are generally less likely to return (a low warm glow group) [28].…”

The importance of need‐altruism and kin‐altruism to blood donor behaviour for black and white people

“…There is a large literature exploring the mechanisms-of-altruism (MOA) that underly voluntary non-remunerated blood donation (VNRDB). [1][2][3] Key among these are: (i) reluctant altruism, (ii) impurealtruism, (iii) warm-glow and (iv) reputation building. [1][2][3][4][5][6] Reluctant altruism refers to a preference to help when others cannot be trusted to help, especially where the number of people helping is low.…”

“…[1][2][3] Key among these are: (i) reluctant altruism, (ii) impurealtruism, (iii) warm-glow and (iv) reputation building. [1][2][3][4][5][6] Reluctant altruism refers to a preference to help when others cannot be trusted to help, especially where the number of people helping is low. 1,2,4,6,7 This is critical for first-time donors.…”

“…[1][2][3][4][5][6] Reluctant altruism refers to a preference to help when others cannot be trusted to help, especially where the number of people helping is low. 1,2,4,6,7 This is critical for first-time donors. 5,6 Warm glow is a preference to help based solely on the positive feelings experienced from helping.…”

“…8 Warm-glow and impure altruism are important for donor retention. [1][2][3]5 Finally, by helping, people can signal a good reputation to others, which is critical to maintaining altruism, as those with good reputations are more likely to be helped by others. 9 As a high-cost behaviour, blood donation offers an ideal reputational signal.…”