Oxytocin Release Increases With Age and Is Associated With Life Satisfaction and Prosocial Behaviors.

Helping behaviors and life satisfaction generally increase after middle-age. Identifying the neural substrates of prosocial behaviors in older adults may offer additional insights into these changes over the lifespan. The present study examines the endogenous release of the neuromodulator oxytocin (OT) in participants aged 18-99 and its relationship to prosocial behaviors. OT has been shown to influence trust, altruism, charity, and generosity, yet the effect of age on OT release has not been well-established. Blood samples before and after a video stimulus were obtained from 103 participants in order to examine the impact of OT on prosocial behaviors. We found that OT release following a social prime increased with age (r = 0.49, p = 0.001) and that OT moderated the relationship between age and donations to charity. We tested for robustness by examining three additional prosocial behaviors, money and goods donated to charity during the past year and social-sector volunteering. OT moderated the impact of age on all three prosocial behaviors (ps < 0.05). The analysis also showed that participants' change in OT was positively associated with satisfaction with life (p = 0.04), empathic concern (p = 0.015), dispositional gratitude (p = 0.019), and religious commitment (p = 0.001). Our findings indicate that the neural chemistry that helps sustain social relationships and live a fulfilled life appear to strengthen with age.

Oxytocin increases perceived competence and social-emotional engagement with brands.

Humans express loyalty to consumer brands much like they do in human relationships. The neuroactive chemical oxytocin is an important biological substrate of human attachment and this study tested whether consumer-brand relationships can be influenced by oxytocin administration. We present a mathematical model of brand attachment that generates empirically-testable hypotheses. The model is tested by administering synthetic oxytocin or placebo to male and female participants (N = 77) who received information about brands and had an opportunity to purchase branded products. We focused on two brand personality dimensions: warmth and competence. Oxytocin increased perceptions of brand competence but not brand warmth relative to placebo. We also found that participants were willing to pay more for branded products through its effect on brand competence. When writing about one's favorite brands, oxytocin enhanced the use of positive emotional language as well as words related to family and friends. These findings provide preliminary evidence that consumers build relationships with brands using the biological mechanisms that evolved to form human attachments.

The Benefit of Gratitude: Trait Gratitude Is Associated With Effective Economic Decision-Making in the Ultimatum Game.

The current research investigated the role of gratitude in economic decisions about offers that vary in fairness yet benefit both parties if accepted. Participants completed a trait/dispositional gratitude measure and then were randomly assigned to recall either an event that made them feel grateful (i.e., induced gratitude condition) or the events of a typical day (i.e., neutral condition). After the gratitude induction task, participants played the ultimatum game (UG), deciding whether to accept or reject fair offers (i.e., proposer: responder ratio $5:5) and unfair offers (i.e., proposer: responder ratios of $9:1, $8:2, or $7:3) from different proposers. Results showed that trait gratitude was positively correlated with respondents' acceptance of unfair offers. However, experimentally induced momentary gratitude did not influence acceptance of unfair offers. The trait or disposition to be grateful involves the enduring capacity across different types of situations and benefactors to see the good that is present, even when that benefit is small. Accordingly, dispositional gratitude - but not momentarily induced gratitude - was associated with a greater propensity to accept even the small benefits within unfair offers which otherwise pose barriers to making the effective economic decision of accepting offers regardless of their relative size.

Predicting Dishonesty When the Stakes Are High: Physiologic Responses During Face-to-Face Interactions Identifies Who Reneges on Promises to Cooperate.

Trust is risky. The mere perception of strategically deceptive behavior that disguises intent or conveys unreliable information can inhibit cooperation. As gregariously social creatures, human beings would have evolved physiologic mechanisms to identify likely defectors in cooperative tasks, though these mechanisms may not cross into conscious awareness. We examined trust and trustworthiness in an ecological valid manner by (i) studying working-age adults, (ii) who make decisions with meaningful stakes, and (iii) permitting participants to discuss their intentions face-to-face prior to making private decisions. In order to identify why people fulfill or renege on their commitments, we measured neurophysiologic responses in blood and with electrodermal activity while participants interacted. Participants (mean age 32) made decisions in a trust game in which they could earn up to $530. Nearly all interactions produced promises to cooperate, although first decision-makers in the trust game reneged on 30.7% of their promises while second decision-makers reneged on 28%. First decision-makers who reneged on a promise had elevated physiologic stress using two measures (the change in adrenocorticotropin hormone and the change in skin conductance levels) during pre-decision communication compared to those who fulfilled their promises and had increased negative affect after their decisions. Neurophysiologic reactivity predicted who would cooperate or defect with 86% accuracy. While self-serving behavior is not rare, those who exhibit it are stressed and unhappy.

Endogenous Oxytocin Release Eliminates In-Group Bias in Monetary Transfers With Perspective-Taking.

Oxytocin (OT) has been shown to facilitate trust, empathy and other prosocial behaviors. At the same time, there is evidence that exogenous OT infusion may not result in prosocial behaviors in all contexts, increasing in-group biases in a number of studies. The current investigation seeks to resolve this inconsistency by examining if endogenous OT release is associated with in-group bias. We studied a large group of participants (N = 399) in existing groups and randomly formed groups. Participants provided two blood samples to measure the change in OT after a group salience task and then made computer-mediated monetary transfer decisions to in-group and out-group members. Our results show that participants with an increase in endogenous OT showed no bias in monetary offers in the ultimatum game (UG) to out-group members compared to in-groups. There was also no bias in accepting UG offers, though in-group bias persisted for a unilateral monetary transfer. Our analysis shows that the strength of identification with one's group diminished the effects that an increase in OT had on reducing bias, but bias only recurred when group identification reached 87% of its maximum value. Our results indicate that the endogenous OT system appears to reduce in-group bias in some contexts, particularly those that require perspective-taking.

The heart of the story: peripheral physiology during narrative exposure predicts charitable giving.

Emotionally laden narratives are often used as persuasive appeals by charitable organizations. Physiological responses to a narrative may explain why some people respond to an appeal while others do not. In this study we tested whether autonomic and hormonal activity during a narrative predict subsequent narrative influence via charitable giving. Participants viewed a brief story of a father's experience with his 2-year-old son who has terminal cancer. After the story, participants were presented with an opportunity to donate some of their study earnings to a related charity. Measures derived from cardiac and electrodermal activity, including HF-HRV, significantly predicted donor status. Time-series GARCH models of physiology during the narrative further differentiated donors from non-donors. Moreover, cardiac activity and experienced concern were found to covary from moment-to-moment across the narrative. Our findings indicate that the physiological response to a stimulus, herein a narrative, can predict influence as indexed by stimulus-related behavior.

The neurobiology of collective action.

This essay introduces a neurologically-informed mathematical model of collective action (CA) that reveals the role for empathy and distress in motivating costly helping behaviors. We report three direct tests of model with a key focus on the neuropeptide oxytocin as well as a variety of indirect tests. These studies, from our lab and other researchers, show support for the model. Our findings indicate that empathic concern, via the brain's release of oxytocin, is a trigger for CA. We discuss the implications from this model for our understanding why human beings engage in costly CA.

Effects of a 10-day oxytocin trial in older adults on health and well-being.

The neuropeptide oxytocin (OT) modulates functioning of the hypothalamic-pituitary-adrenal (HPA) axis and regulates a range of social processes. Clinical studies have used intranasal OT administration to treat symptoms arising from a number of psychiatric disorders including autism, schizophrenia, and depression. Most of this research, however, has been based on single dose treatments of OT in younger adult populations. The present study examined the impact on the health and psychological well-being of a 10-day OT administration in an older adult population. Residentially housed older adults (N = 41, mean age of 80) were enrolled in a randomized, double-blind, placebo-controlled study. Participants received 40 IU intranasal OT or placebo for 10 consecutive days. No changes in mood or cardiovascular states were observed across the 10-day period. Repeated-measures ANOVAs showed that dispositional gratitude improved for the OT infused participants, although gratitude declined for placebo controls over the 10 days (p = .015). Those in the OT condition did not report a decline in physical functioning over time as was observed in the placebo condition (p = .05), and also reported less fatigue compared with controls (p = .03). No significant adverse events were reported throughout the entirety of the study, indicating that OT can be safely used with older adults.

Oxytocin infusion increases charitable donations regardless of monetary resources.

This study examined if the prosocial effects of oxytocin (OT) extend from individuals to a generalized other who is in need. Participants played a series of economic games to earn money and were presented with an opportunity to donate a portion of their earnings to charity. OT did not significantly increase the decision to donate, but among the 36% of participants who did donate, people infused with OT were found to donate 48% more to charity than those given a placebo. The amount of money earned in the experiment had no effect on whether or not a donation was made or the size of a donation. This is the first study showing that OT increases generosity in unilateral exchanges directed toward philanthropic social institutions, as opposed to immediate benefits directed at individuals or groups.

Empathy toward strangers triggers oxytocin release and subsequent generosity.

Empathy is related to a variety of prosocial behaviors, but the brain mechanisms producing the experience of empathy have not been fully characterized. This study investigated whether the experience of empathy raises oxytocin levels and affects subsequent generosity toward strangers. Short video clips of an emotional scene and an unemotional scene were used as stimuli. Participants rated the emotions they experienced and then played a $40 ultimatum game to gauge their generosity. We found that empathy was associated with a 47% increase in oxytocin from baseline. We also found the empathy-oxytocin response was stronger in women than in men. Higher levels of empathy were also associated with more generous monetary offers toward strangers in the ultimatum game. Our findings provide the first evidence that oxytocin is a physiologic signature for empathy and that empathy mediates generosity.