Why Neighbors Would Help: A Vignette Experiment on Reciprocity in Informal Helping

Reciprocity in informal helping, or informal volunteering, is often seen as a way to ensure that people who are not altruistically motivated exchange help. Yet, it could be problematic for those who are unable to help, as they would be excluded from this exchange. We study to what extent people's reciprocity expectations affect informal helping intentions and whether necessity of helping and perceived helpfulness (indirect reciprocity) compensate and moderate this relationship. Expectations are tested with a factorial survey conducted among the Longitudinal Internet studies for the Social Sciences panel (N vignettes = 3,299). Multilevel regression analyses show that people have stronger intentions to help those who are likely to reciprocate but that a strong need for help and having helped others in the past are more important reasons to help. Furthermore, the effect of likelihood of reciprocity on informal helping intentions is stronger for neighbors who never helped others. Policy implications of these results are discussed.