Oxytocin, the Hormone Behind Our Generosity

 

               The posterior pituitary peptide hormone, oxytocin is perhaps best known for its role in childbirth. As pregnancy nears full term, oxytocin receptors in the mother’s uterus increase in number. Once labor begins, large quantities of this hormone are released, binding to uterine receptors and causing rhythmic contractions that ultimately push the fetus out into the world. After birth, oxytocin plays a roll in reducing uterine bleeding and relaxing the mother while she breastfeeds her child. Recent research suggests that the role of oxytocin extends far beyond facilitating childbirth, however.

                Paul Zak Ph.D., a neuroeconomist at Claremont Graduate University, studies oxytocin’s associations with consumer behavior. He says that the hormone has a profound effect in mediating trusting behaviors between unacquainted humans. His experiments show that “when someone's level of oxytocin goes up, he or she responds more generously and caringly, even with complete strangers.”

                As a benchmark for quantifying behavior in his tests, Zak “relies on the willingness of his subjects to share real money with others in real time.” In one of his experiments, for example, a subject is given ten dollars. This person is then told that he can share a portion of his money with a stranger or keep the ten dollars. If he chooses to share the money, his donation will be tripled before it is given to the recipient. Upon receiving the money, the stranger can choose to either send a portion of his threefold earnings back to the donor or keep it all. During the course of the experiment, the blood levels of oxytocin in both individuals were monitored.

               It was found that those with high levels of oxytocin were much more likely to donate their money to a stranger--the experiment was performed on the subjects naturally, as well as with synthetic oxytocin sprayed into his/her nasal passage to confirm the trend. More interestingly, the stranger’s generosity (measured by the number of dollars returned) directly correlated with his/her increase in blood oxytocin levels upon receipt of the donation. Moreover, “to trigger this ‘moral molecule,’ all you have to do is give someone a sign of trust. When one person extends himself to another in a trusting way—by, say, giving money—the person being trusted experiences a surge in oxytocin that makes her less likely to hold back and less likely to cheat” Zak says.

              Theses findings will likely influence businesses’ future approaches in targeting consumers to buy their products. In fact, this technique is noticeable in our current economy when considering any 'free' samples that influence consumers' decision to buy a product of that same brand. 

link: http://online.wsj.com/article/SB10001424052702304811304577365782995320366.html