Here’s some happy research: Gratitude’s great ripple effect
- Wed, November 02 2011
- Filed under: Marketing essentials
Photo courtesy of Big Stock Photo
My colleague Kate just alerted me to some new research from Taiwan showing gratitude (spurred by generosity) can spread far and wide in social networks.
The paper, which appeared in the tantalizingly named Journal of Happiness Studies, discusses how we feel gratitude when someone helps us - and when we see someone being generous to someone else. And in either of those cases, we are often inspired to go help other people. Even strangers. The researchers call this “upstream reciprocity.”
Researchers have in the past have chalked upstream reciprocity up to an evolutionary process because of its potential to deepen the exchange of resources. They’ve also noted from a psychological perspective, positive emotions such as gratitude may make people feel more socially attached to others beyond themselves. As the paper notes, “Gratitude may cause individuals to transfer the goodwill they previously received to people other than their benefactors, because they no longer differentiate the group of benefactors from others.” Sounds like it all makes for a happy, connected society. Paying it forward is arguably an essential ingredient to a successful civilization.
The researchers in this study used social network analysis to figure out the degree to which an individual’s gratitude influences his or her social network. They looked at study groups in a Taiwanese University, and they measured the flow of goodwill and gratitude among team members. The conclusion?
That gratitude broadens individuals’ perspectives of their current environment and causes them to transfer the goodwill that they received to other people they will encounter in the future. Furthermore, the action of transmission will replicate itself and eventually influence the structure of a given social network.
The bottom line in my view? Generosity and gratitude are contagious - and not just among those immediately around you. They have massive ripple effects in networks - which is the one kind of epidemic that is a happy thing.
Comments
Katya,
You may recall that I recently informed you of the nonprofit that I volunteer for as a “grant writer” was notified of the award of three grants within a period of 8 calendar days. Although that awards would probably be considered quite small, especially be comparison, by most nonprofits with the total award amount being $22,250, it was exciting for our organization. You may recall also that my disability prevents me from driving very much, and one of the ways that I am able to get out of the house is to ride along with my wife as she conducts her “field work,” that is required in support of the residential appraisal business that she operates as a home-based small business. I was riding along with my wife on one of these “outings” when I received the call on my mobile phone from our Executive Director notifying me of the 3rd award. My wife was very excited for me, and in her excitement expressed a desire to volunteer for our NPO. This is quite a significant event for my wife, as she is still putting in the 100+ hour work weeks that is commonly required of small home-based business start-ups inside of their first 5 years, but she has remained adamant in her commitment to serve at least a few hours per week as a mentor for the youth served by our organization. This behavior has baffled me until having read your blog today—I hope that you also consider it as a real world example that substantiates your publication today regarding the contagious ripple effect of generosity and gratitude—even when extreme measures are required to make it happen.
Shawn
(Director of Information Technology, Greater Melbourne Police Athletic League)
Great post, Katya. It’s exactly in line with my mission at ThankingOfYou.com, a Web site where people worldwide post and/or receive stories of thanks for the people/groups who’ve made a difference in our lives. People who thank nonprofits in this central “story bank” for unsolicited, true-life detailed accounts of the impact they’re having on the lives of their beneficiaries are “giving back” to those organizations and individuals by telling them and the world how they’re really making a difference. It’s extremely life-affirming for both those who express this gratitude and those who receive it. The power of gratitude is a powerful motivator and goes a long way to fueling the continuum of kindness and compassion. Thanks for taking the time to reinforce the value of the virtue 
~Nora Firestone
Thanks for sharing this - I am a firm believer that generosity-gone-wild can change the world (or at least my outlook on it). I quoted you on my blog post today, http://themarriageproject.blogspot.com/2011/11/how-being-generous-to-your-spouse-may.html