Molho, C., et al. (2025).
Nature Human Behaviour.
Abstract
Impersonal prosociality is considered a cornerstone of thriving civic societies and well-functioning institutions. Previous research has documented cross-societal variation in prosociality using monetary allocation tasks such as dictator games. Here we examined whether different societies may rely on distinct mechanisms—guilt and internalized norms versus shame and external reputation—to promote prosociality. We conducted a preregistered experiment with 7,978 participants across 20 culturally diverse countries. In dictator games, we manipulated guilt by varying information about the consequences of participants’ decisions, and shame by varying observability. We also used individual- and country-level measures of the importance of guilt over shame. We found robust evidence for guilt-driven prosociality and wilful ignorance across countries. Prosociality was higher when individuals received information than when they could avoid it. Furthermore, more guilt-prone individuals (but not countries) were more responsive to information. In contrast, observability by strangers had negligible effects on prosociality. Our findings highlight the importance of providing information about the negative consequences of individuals’ choices to encourage prosocial behaviour across cultural contexts.
Here is a summary of sorts:
A new international study spanning 20 countries suggests that guilt, rather than shame, is the key emotion motivating people to be generous toward anonymous strangers. The research, which utilized a type of economic decision-making task, found that participants consistently acted more generously when they were given full information about how their actions would negatively impact the recipient, an effect linked to avoiding guilt.
Specifically, 60% of participants made the generous choice when they had full information, compared to only 41% when they could opt for willful ignorance. In contrast, making the participants' decisions public to activate reputational concerns and potential shame had a negligible effect on generosity across all cultures.
In short: Knowing you might cause harm and feeling responsible (guilt) is what drives people to be generous, even when dealing with strangers, not the fear of being judged by others (shame).