title: Memory lane and morality: how childhood memories promote prosocial behavior.
abstract: Although research has established that autobiographical memory affects one's self-concept, little is known about how it affects moral behavior. We focus on a specific type of autobiographical memory: childhood memories. Drawing on research on memory and moral psychology, we propose that childhood memories elicit moral purity, which we define as a psychological state of feeling morally clean and innocent. In turn, heightened moral purity leads to greater prosocial behavior. In Experiment 1, participants instructed to recall childhood memories were more likely to help the experimenter with a supplementary task than were participants in a control condition, and this effect was mediated by moral purity. In Experiment 2, the same manipulation increased the amount of money participants donated to a good cause, and both implicit and explicit measures of moral purity mediated the effect. Experiment 3 provides further support for the process linking childhood memories and prosocial behavior through moderation. In Experiment 4, we found that childhood memories led to punishment of others' ethically questionable actions. Finally, in Experiment 5, both positively valenced and negatively valenced childhood memories increased helping compared to a control condition.
authors.affiliation: Organizations & Markets Unit, Harvard Business School, Harvard University. fgino@hbs.edu
authors.forename: Francesca
authors.initials: F
authors.lastname: Gino
authors.forename: Sreedhari D
authors.initials: SD
authors.lastname: Desai
mesh_terms: D000328:Adult; D000368:Aged; D004644:Emotions / Q000502:physiology*; D005260:Female; D006379:Helping Behavior; D006801:Humans; D008297:Male; D061212:Memory, Episodic; D008875:Middle Aged; D009014:Morals; D011581:Psychological Tests; D011678:Punishment / Q000523:psychology; D012919:Social Behavior; D013997:Time Factors; D055815:Young Adult