A recent study by Berkeley University reveals that much like the social dissemination of Hate, the other side of the coin, the sharing of Love, follows an exponential growth when applied in society. Although one single study cannot support the complexity of a whole global social system, it becomes pretty clear that the potential for collaboration in order to achieve the best quality of life possible for every single human, is there, if we are just brave enough to let go of our fears, as a race, and unconditionally and trustingly embrace Love.
In a world still teeming with intolerance, this is clearly easier said than done.
This study also lays one more brick on the ever-progressing wall of the scientific progress of the well-known study “Game Theory” by John Nash (although Nash defended that a “player” would always choose the hypothesis that would minimize damage and not the one that would better benefit all the “players”, which would logically be the best choice) on the sense that by trusting one another the opportunities for progress and mutual benefit are ever-increasing.
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Generosity and goodwill really are infectious, a University of California study has found.
A study conducted by UC Berkeley and UC San Diego researchers found that when consumers were told a previous customer had already paid for their purchase and were then offered the opportunity to do the same for someone else, the consumers spent more money than those given the option to pay whatever price they wanted for their own purchase.
Coined “Pay It Forward” and “Pay What You Want,” the two pricing schemes were put to test in eight experiments. A total of 2,400 individuals at locations including Oakland’s Jack London Square farmer’s market, San Francisco’s Cartoon Art Museum and labs at UC Berkeley participated unknowingly, and, in every setting, a consistent chain of goodwill and higher spending was set off when consumers paid it forward.
“It’s assumed that consumers are selfish and always looking for the best deal,” lead study author Minah Jung said. “But when we gave people the option to pay for someone else, they always paid more than what they paid for themselves.”
While becoming acquainted with the person who paid for them made no difference in how much consumers spent, the researchers did find that they paid more when they could send a note with the amount they paid or a personal message to the person they were covering.
“People don’t want to look cheap,” Jung said. “They want to be fair, but they also want to fit in with the social norms.”
The findings suggest consumers’ senses of fairness and reciprocity may be just as strong or stronger of a driving force in purchasing decisions than the desire to score the best deal.
“The results suggest that businesses that rely entirely on consumers’ social preferences can survive and even thrive,” Jung said. “It’s pretty amazing.”
(Source: The Huffington Post)