Ripples in the pond: Evidence for contagious cooperative role modeling through moral elevation and calling in a small pre-study

Abstract

Existing research has identified the importance of role models in the imitation of cooperative behaviors. This Pre-Study attempted to explore the contagion effects of cooperative models. Drawing on goal contagion theory, we proposed that encountering cooperative models could catalyze participants’ cooperation when participants joined new groups without role models, and that moral elevation and calling would play a chain-mediating role in this process. To test the hypothesis, we designed a four-person public goods game consisting of two phases in which participants were formed into teams with different people in each phase. We randomly assigned 108 participants to either a consistent contributor (CC) or control condition. The only difference was that participants in the CC condition encountered a cooperative role model (i.e., CC) in the first phase, while those in the control group did not. The results moderately supported all hypotheses. Briefly, our findings provide empirical evidence supporting the two processes of goal contagion theory: when individuals encounter a CC, they first make inferences about the CC’s goal, as reflected by moral elevation, and then adopt the model’s prosocial goals (i.e., calling), resulting in increased cooperative behaviors in new groups. These findings could extend our understanding of the contagion effect of cooperative modeling, but require high-powered replication studies before such conclusions can be drawn.