WALL STREET JOURNAL…Since 2001, my colleagues and I have conducted a number of experiments showing that when someone’s level of oxytocin goes up, he or she responds more generously and caringly, even with complete strangers. As a benchmark for measuring behavior, we relied on the willingness of our subjects to share real money with others in real time. To measure the increase in oxytocin, we took their blood and analyzed it. Money comes in conveniently measurable units, which meant that we were able to quantify the increase in generosity by the amount someone was willing to share. We were then able to correlate these numbers with the increase in oxytocin found in the blood.
Later, to be certain that what we were seeing was true cause and effect, we sprayed synthetic oxytocin into our subjects’ nasal passages—a way to get it directly into their brains. Our conclusion: We could turn the behavioral response on and off like a garden hose. (Don’t try this at home: Oxytocin inhalers aren’t available to consumers in the U.S.)
More strikingly, we found that you don’t need to shoot a chemical up someone’s nose, or have sex with them, or even give them a hug in order to create the surge in oxytocin that leads to more generous behavior. To trigger this “moral molecule,” all you have to do is give someone a sign of trust. When one person extends himself to another in a trusting way—by, say, giving money—the person being trusted experiences a surge in oxytocin that makes her less likely to hold back and less likely to cheat. Which is another way of saying that the feeling of being trusted makes a person more…trustworthy. Which, over time, makes other people more inclined to trust, which in turn… (more)
