...one person's generosity spreads first to three people and then to the nine people that those three people interact with in the future, and then to still other individuals in subsequent waves of the experiment.
The effect persists, Fowler said: "You don't go back to being your 'old selfish self.''' As a result, the money a person gives in the first round of the experiment is ultimately tripled by others who are subsequently (directly or indirectly) influenced to give more."
Acts of Kindness Spread Surprisingly Easily: Just a Few People Can Make a Difference
This diagram illustrates how a single act of kindness can spread between individuals and across time. Cooperative behavior spreads three degrees of separation: if Eleni increases her contribution to the public good, it benefits Lucas (one degree of separation), who gives more when paired with Erika (two degrees of separation) in period 2, who gives more when paired with Jay (three degrees of separation) in period 3, who gives more when paired with Brecken in period 4. The effects also persist over time, so that Lucas gives more when paired with Erika (period 2) and also when paired with Lysander (period 3), Bemy (period 4), Sebastian (period 5), and Nicholas (period 6). The effect also persists at two degrees of separation, as Erika not only gives more when paired with Jay (period 3), but also when paired with Harla (period 4) and James (period 5). All the paths in this illustrative cascade are supported by results in the experiments, and it is important to note that if Eleni decreases her initial contribution then her uncooperative behavior can spread and persist as well. (Credit: Courtesy James Fowler, UC San Diego)
Suggested by B.C.N.
ScienceDaily (Mar. 10, 2010) — For all those dismayed by scenes of looting in disaster-struck zones, whether Haiti or Chile or elsewhere, take heart: Good acts -- acts of kindness, generosity and cooperation -- spread just as easily as bad. And it takes only a handful of individuals to really make a difference.
In a study published in the March 8 early online edition of theProceedings of the National Academy of Sciences, researchers from the University of California, San Diego and Harvard provide the first laboratory evidence that cooperative behavior is contagious and that it spreads from person to person to person. When people benefit from kindness they "pay it forward" by helping others who were not originally involved, and this creates a cascade of cooperation that influences dozens more in a social network.
The research was conducted by James Fowler, associate professor at UC San Diego in the Department of Political Science and Calit2's Center for Wireless and Population Health Systems, and Nicholas Christakis of Harvard, who is professor of sociology in the Faculty of Arts and Sciences and professor of medicine and medical sociology at Harvard Medical School. Fowler and Christakis are coauthors of the recently published book "Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives."
In the current study, Fowler and Christakis show that when one person gives money to help others in a "public-goods game," where people have the opportunity to cooperate with each other, the recipients are more likely to give their own money away to other people in future games. This creates a domino effect in which one person's generosity spreads first to three people and then to the nine people that those three people interact with in the future, and then to still other individuals in subsequent waves of the experiment.
The effect persists, Fowler said: "You don't go back to being your 'old selfish self.''' As a result, the money a person gives in the first round of the experiment is ultimately tripled by others who are subsequently (directly or indirectly) influenced to give more. "The network functions like a matching grant," Christakis said.
