Prosocial norms and degree heterogeneity in social networks

Kovářík, Jaromír, Branas-Garza, Pablo, Cobo-Reyes, Ramón, Espinosa, María Paz, Jiménez Jiménez, Natalia ORCID: https://orcid.org/0000-0001-9077-4824 and Ponti, Giovanni (2012) Prosocial norms and degree heterogeneity in social networks. Physica A: Statistical Mechanics and its Applications, 391 (3) . pp. 849-853. ISSN 0378-4371 [Article] (doi:10.1016/j.physa.2011.08.040)

Abstract

We provide empirical evidence to support the claims that social diversity promotes prosocial behavior. We elicit a real-life social network and its members’ adherence to a social norm, namely inequity aversion. The data reveal a positive relationship between subjects’ prosociality and several measures of centrality. This result is in line with the theoretical literature that relates the evolution of social norms to the structure of social interactions and argues that central individuals are crucial for the emergence of prosocial behavior.

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