Environmental control of social goals: using Pavlovian-to-instrumental transfer to test cue-based pro-self and pro-social outcome responses

A large amount of literature demonstrates that social behaviour can be triggered by environmental cues. A long-standing debate involves the question of whether such stimuli trigger behaviour directly (i.e. habits) or whether these effects mediate goals. As studies on automatic goal pursuit typically use real-world cues that are already associated with the behaviour and potentially the goal, it is impossible to make strong claims about the nature of the effects. In the present paper, we use a paradigm inspired by the Pavlovian-to-instrumental transfer (PIT) literature to examine how the environment can trigger goal-directed behaviour. Building on the essence of pro-self and pro-social motives in humans, two experiments explored the PIT effect when the outcomes were framed in terms of self- versus other-interest. Participants performed actions to earn money for themselves or a charity. Each outcome was linked to a different cue. The results showed that a cue predictive of self-interest outcomes facilitated responses instrumental in gaining the outcome, while such specific PIT effect for other-interest outcomes only emerged when participants were free to donate the money. We briefly discuss these findings reflecting on whether the PIT effect in our paradigm is indeed sensitive to the value of social goals.

Automated summary

A large amount of literature demonstrates that social behavior can be triggered by environmental cues, but there is a debate whether these cues directly trigger behavior or mediate goals. This study examines how the environment can trigger goal-directed behavior using a Pavlovian-to-instrumental transfer paradigm. The results suggest that different cues can have different effects on instrumental responses depending on the self versus other-interest framing of the outcomes.