The prosocial phenotype and cooperative health protective behaviors: insights from COVID-19

Abstract

Objectives: Identifying factors associated with cooperative health-protective behaviors (e.g., vaccination, social distancing) is critical during crises requiring collective action. This research examines two hypothesesin the context of the COVID-19 pandemic: (i) the situational-strength hypothesis, which predicts that the impact of prosocial preferences on repeated low-cost cooperative actions (e.g., adherence to government guidelines) is moderated by situational ambiguity (e.g., clarity of guidelines); and (ii) the vaccination altruism hypothesis, predicting prosocial individuals are more likely to undertake high-cost cooperative actions (e.g., initial COVID-19 vaccination) due to other-regarding motives. Methods: Study 1 (N=2,861) assessed four prosocial behaviors (blood donation, organ donor registration,monetary donation, volunteering) and three classic cooperative games (dictator, trust, public goods) to validate a prosocial-phenotype (PP) measure. Study 2 (N=3,077) utilized an eight-wave UK panel survey (March 2020–July 2021) to test the situational strength and vaccine altruism hypotheses. Results: Study 1 found that past prosocial behavior was significantly correlated with behavior in cooperative games, supporting construction of the PP measure. In Study 2, higher PP, in line with the situational-strength hypothesis, was associated with greater adherence to guidelines, but only when rules were ambiguous. Higher PP was also associated with greater stated willingness and uptake of vaccination. Although self-protection was the most common motive to vaccinate, high-PP individuals were more likely to cite protecting others and achieving herd immunity. Conclusions: Prosociality plays a dynamic role in influencing both low- and high-cost cooperative health protective behaviors, offering insights for public health strategies in future crises.

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https://creativecommons.org/licenses/by/4.0/

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DOI

https://doi.org/10.17863/CAM.120203

Repository URI

https://eprints.gla.ac.uk/361119/