The role of incentives and uncertainty in prosocial behavior

Prosocial acts, i.e. acts that benefit others at a personal cost, are central to human wellbeing. At the individual level, acting prosocially contributes to the maintenance of mental and physical health. At the societal level, prosociality promotes social cohesion and is positively correlated with increased economic prosperity, better health outcomes, and reduced crime rates. In this research project we will examine the role of incentives (which kind of prosocial benefit is achieved and at what cost) and the role of uncertainty (how certain an individual is that their prosocial act will affect the wellbeing of the other person) on our motivation to act in a prosocial way. Regarding the type of incentive, the project focuses on financial benefits (e.g., donating money) and protection from harm (e.g., reducing another persons suffering). Results from previous research suggested that individuals are more prone to act in a prosocial way when they can reduce another persons physical suffering, compared to when they can increase their wealth, and when they are more uncertain regarding the impact of their actions on anothers wellbeing. Across two experiments, we will examine the cognitive and neural mechanisms driving prosociality in these different contexts. This project will advance our understanding of the neurobiological foundations of prosocial behavior and the identification of factors that promote prosociality. Ultimately, this may inform the design of campaigns and interventions to foster prosociality, and thus individual and societal well-being.