Modeling,vicarious reinforcement and extraversion on blood donating in adults: Immediate and long-term effects

Studied the immediate and long-term effects of modeling on adult altruism using a quasi field experiment in a naturalistic setting. Forty-three female trainee occupational therapists aged 18-21 observed or did not observe a female model volunteer to donate blood. Modeling significantly increased the number of female observers who (a) also agreed to donate and (b) in turn actually gave their blood. The opportunity to donate blood occurred in a naturalistic situation on average six weeks after the commitment. It was concluded that observing a model could produce generalizable and durable behavior change in adults using an altruistic behavior of some cost to the individual. Personality and vicarious reinforcement effects however were not found.