top of page

The social norms, beliefs and values of the people around us - in short, our culture - have a big impact on our motivations and behavior. Yet, most scientific research on human psychology and behavior examines only people from Western countries. Here we aim to illuminate the psychological processes underlying real-world prosocial behaviors from a cross-cultural perspective. What are the universal motivational drivers of individuals' desire to help others, and where are there cultural differences? How are social norms, incentives, and trust linked to people's decisions to perform prosocial behavior? Ultimately, a better understanding of the role of these cross-cultural factors can help us promote prosocial behaviors more effectively, by developing interventions that align with the values and norms of specific cultural groups.


Caroline Graf is a PhD candidate in the DONORS project examining the role of cross-societal differences in shaping people’s motivations to do good. She has a background in Cognitive Science and is interested in interdisciplinary approaches to understanding behavior.


Blood Donor Incentives across 63 Countries: The BEST Collaborative Study.

         Full article Summary

Social Norms Offer Explanation for Inconsistent Effects of Incentives on Prosocial Behavior 

Full article | Summary

How Public Trust and Healthcare Quality Shape Blood Donation Behavior: Comparative Evidence 

Full article | Summary

bottom of page