Behavioral Ecology
Prosocial
Behavior that benefits others or society as a whole, often at some cost to the individual. Includes cooperation, helping, sharing, and other actions that support group welfare.
Biological Context
Prosocial behavior poses an evolutionary puzzle: why help others if it costs you? Explanations include kin selection (helping relatives), reciprocity (expecting future returns), and group selection (benefits to group outweigh individual costs). Prosocial behavior is essential for complex societies.
Business Application
Organizational prosocial behavior: employees helping colleagues, sharing knowledge, contributing to shared resources. Prosocial cultures outperform selfish ones but require mechanisms to prevent exploitation.