Attraction and altruism: With a little help from my friends

The present experiment was designed to determine whether the reinforcement value of an altruistic response is a function of attraction toward the victim and/or the affective state of the subject. Subjects (N = 95) received positive or negative evaluations from a victim or from a bystander and subsequently performed an altruistic response which terminated shock delivery to a victim on a series of 14 trials. Analyses of variance indicated that the acquisition of an altruistic response was greatest when attraction toward the victim was most positive (p < .0001) and nonexistent when attraction toward the victim was least positive. The results were consistent with the proposition that attraction rather than affect mediates altruistic reinforcement. Those subjects receiving negative evaluations from the victim failed to acquire the altruistic response, suggesting that failure to help may function as a form of passive aggression.