1. Social Influence

2. Social Exchange Theory
This theory suggests that social interactions are motivated by the desire to maximise ‘profits’ for self and minimise ‘losses’.
This involves ‘give and take’ which should balance over time.
Can you think of any examples?

3. Reciprocity Principle
Refers to a type of social interaction that involves interacting or ‘repaying’ on the basic of what has been given.
Examples:
An eye or an eye (revenge)
“I’ll scratch your back if you scratch mine”

4. Altruism
Behaviour that is intended to be useful to others without any intention of personal gain or reward.
Specific kind of prosocial behaviour where the motive to help is totally selfless.
Tip: Focus on the act of “selflessness” to differentiate between ordinary helping behaviours and altruism.
Example:
Comforting your younger sibling after they fall over.

5. Activity
Apply the correct theory to each example. Provide reasoning for your answers.
1. Offering to put out an elderly neighbours rubbish.
2. Volunteering to help run the school canteen.
3. Tutoring for money.
4. Moving a tree branch that has fallen onto the road on the street you are trying to drive down.
5. When someone smiles at you and you smile back.

6. Activity
Apply the correct theory to each example. Provide reasoning for your answers.
1. Offering to put out an elderly neighbours rubbish.
Altruism because the act does not benefit you in any way.

7. Activity
Apply the correct theory to each example. Provide reasoning for your answers.
2. Volunteering to help run the school canteen.
Altruism because the act does not benefit you in any way.

8. Activity
Apply the correct theory to each example. Provide reasoning for your answers.
3. Tutoring for money.
Social Exchange Theory because you are receiving money for your actions.

9. Activity
Apply the correct theory to each example. Provide reasoning for your answers.
4. Moving a tree branch that has fallen onto the road on the street you are trying to drive down.
Social Exchange Theory because the branch is blocking the road you need to drive on, you are performing this behaviour to benefit yourself first.

10. Activity
Apply the correct theory to each example. Provide reasoning for your answers.
5. When someone smiles at you and you smile back.
Reciprocity Principle because you are reciprocating or ‘repaying’ the behaviour in that social interaction.

11. Issues with the Altruism Theory
By performing an act of helping behaviour a person experiences gratification; a pleasurable emotional reaction of happiness in response to a fulfilment of a desire or goal.
This creates an issue with the altruism theory, as we begin to ask: “Is there such a thing as a ‘selfless’ good deed?”

12. Factors Affecting Helping Behaviour
Grouped into three main categories:
WHY people help
WHO people are more likely to help
WHEN helping behaviour is more likely to occur

13. WHY People Help Evolutionary Theory Cost-Benefit Analysis
Egoistic and Altruistic Motives
Social Norms

14. Evolutionary Theory
People are motivated to help others who are closely related and therefore share many of the same genes because it is an investment in their genetic survival.
It helps increase the proportion of their genes that is passed to the next generation.
What are some examples of this?

15. Cost-Benefit Analysis
In making a decision whether or not to help someone, people compare the ‘costs’ and ‘benefits’ of helping the other person.
Based on social exchange theory (maximising ‘profits’).

16. Cost-Benefit Analysis
Example:
Seeing someone collapsed on the street and deciding what it will ‘cost’ and ‘benefit’ you from helping.
Costs: Time, effort, fear of ‘stranger danger’
Benefits: Gratification from helping, save their life

17. Egoistic and Altruistic Motives
Egoistic Motives (selfish): A bystander may help someone in distress because it relieves their own stress and anxiety.
Altruistic motives (selfless): When a person actually helps someone without any thought for self.
In pairs, decide two examples for each motive.

18. Empathy-Altruism Theory
People are more likely to show help if they feel empathy towards the person in distress.

19. Empathy-Altruism Theory

20. What are some social norms you can think of?
Socially based ‘rules’ about the way people behave that prescribe what someone should or should not do in particular social situations.
What are some social norms you can think of?
Grouped into two types:
Reciprocity Norm
Social Responsibility

21. Reciprocity Norm
People help others because it is expected that other people will return the help.
Based on reciprocity principle (‘repaying’ behaviour given).

22. Social Responsibility Norm
People should help others who are dependent or in need of help without there being any expectation of the help being returned.

23. What type of social norm do our examples fit into?
Reciprocity Norm
Social Responsibility

24. Likelihood of victim receiving help Males and females equally likely
WHOM People Help
Gender:
Research shows that a combination of the gender of the helper, the gender of the recipient and the particular situation determines whether help will be given or received.
Helper
Likelihood of victim receiving help
Female
Males and females equally likely
Male
Females more likely

25. WHOM People Help
Males are more likely to help a female if she is alone and perceived to be in distress. Females are more likely to seek help than males. Why do you think this is?

26. WHOM People Help
Similarities:
People are more likely to help others if they are perceived to have certain things in common.
For example:
People who dress the same or hold
the same attitudes.

27. WHOM People Help
Think of two reasons to explain why similarities between the helper and the victim increase the likelihood of helping behaviour.

28. Homework: WHY Factors That Influence Helping Behaviours
Explanation
Important Variables
Example
Evolutionary
Cost-Benefit
Egoism
Altruism
Social Norms