Human interactions are transactional, aiming to maximise one's reward and maximise one's cost. Motivation to increase positive emotions or decrease negative emotion

We help others is due to the mindset of 'we ought to help Reciprocity norm to those who help, we should to help. Social responsibility norms remind us to balance by giving and receiving, but also to help without expectation for future exchanges

Kin selection: refers to the idea that evolution has selected altruism towards ones relative to enhance survival mutually genes. Favoritism towards those who share our genes. Reciprocity genetic self-interest predicts reciprocity. Group selection individual self-interest win genetic competition

Helpfulness make helpers feel better. By distressing over someone's suffering, it'll motivate us to relieve the sadness we feel by helping or escaping from the distressing situation

Increase number of bystanders will result in lesser passerby to notice the accident, interpret as emergency and decide to help (assume responsibility)

Those high in self monitoring are more attuned to people's expectation and hence are more helpful. People who are similar to us, we are more likely to help them

Altruism can be taught. To promote altruism (1) Over justification effect, bringing people to do what they already like to do. (2) Teaching moral inclusion, to help people even when they are not in our family, to counter natural in group bias (3)Real life modelling when others help, we help too (4)media modelling watching television programmes that promotes helping. (5)learning about altruism fear that it will cause findings to be invalidated

Increase sense of responsibility, personalised appeal done so by making eye contact, stating one's name and physical contact

a compliance strategy to gain concession after being turned down to a large request. requester will ask for a more reasonable request the second time