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Arousal: Cost Reward Model
Piliavin et al. developed this model to explain why people do and do not help in emergency situations.
They argue that the Observation of an emergency situation creates an emotional Arousal in bystanders. This Arousal may be perceived as fear, disgust or sympathy, depending on aspects of the situation.
Piliavin et al. go on to argue that the chosen response depends on a cost-reward analysis by the individual. These include:
Costs of helping, such as effort, embarrassment and possible physical harm.
Cost of not helping, such as self-blame and perceived censure from others;
Rewards of helping, such as praise from self, onlookers and the victim;
Rewards of not helping, such as getting on with one’s own business and not incurring the possible costs of helping.
Therefore according to this model we are motivated to help people not by Altruism (acting in the interest of others) but as a way of reducing unpleasant feelings of arousal.
