On peer effects: Contagion of pro- and anti-social behavior and the role of social cohesion

Little is known about the underlying mechanisms of behavioral contagion, in particular with respect to differences in contagion of pro- versus anti-social behavior. Our principal contribution is the use of a novel experimental approach that enables us to analyze the contagion of behavior under varied levels of social distance to peers and differences in contagion of pro- and anti-social behavior. Anti-social behavior is found to be more contagious and social distance particularly drives the contagion of anti-social but not prosocial behavior. The results yield policy implications with regards to designing effective nudges and interventions to facilitate (reduce) pro- (anti-)social behavior, in both social and work environments.