Contagion is the belief that an entity’s invisible or essential qualities can be transferred to a target. Researchers studying contagion have often distinguished between physical contagion (the perceived transfer of germs, toxins, and pathogens) and spiritual contagion (the perceived transfer...

It is common for charities to bundle donation requests with some type of product, such as a tote bag, pen, or coffee mug. The current studies find that people are more likely to donate when those bundles are framed as “charitable purchases” versus “donations with a gift.” We show that...

The Twin Earth thought experiment invites us to consider a liquid that has all of the superficial properties associated with water (clear, potable, etc.) but has entirely different deeper causal properties (composed of “XYZ” rather than of H2O). Although this thought experiment was...

Research on the role of identity in choice varies widely across fields like psychology, philosophy, consumer behavior, and economics, in both the key questions addressed and the methods of investigation. Although a large literature has established how salient aspects of identity affect attitudes...

Cooperation is central to human societies. Yet relatively little is known about the cognitive underpinnings of cooperative decision-making. Does cooperation require deliberate self-restraint? Or is spontaneous prosociality reined in by calculating self-interest? Here we present a theory of why...