Self-focused attention and helping behavior.

Conducted 4 experiments that examined the role of self-directed attention in prosocial behavior. In the 1st 2 experiments, in which only focus of attention was varied, self-awareness had a debilitating impact on prosocial behavior. In subsequent research, conditions were created under which self-focus enhanced prosocial behavior. Two such conditions are identified, both of which concern whether the potential helper is likely to focus on helping-relevant values at the moment the opportunity to help arises: (a) The situation must clearly set off an orientation toward acting on a value of helping; that is, the cue to help must be legitimate as well as salient. (b) The person who is called upon to act prosocially must not come into the helping situation with a personal preoccupation that would be inimical to thinking about helping. The research is discussed in terms of its relevance to the early thinking of the symbolic interactionist school, and it is oriented around the theory of self-awareness. (30 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)