Reactions to unconditional cooperation: A field study emphasizing variables neglected in laboratory research

Offered 65 rare coin dealers a chance to buy a small collection of rare coins from a naive, "unconditionally cooperative" seller. 2 theoretical variables were manipulated by the seller's explanation of why he was selling the coins: (a) whether or not a "moral" appeal was made, and (b) whether or not information given to the dealer indicated that a prior dealer had been exploitative or fair toward the seller. The size of the coin shop, either large or small, was considered as a 3rd independent variable. The data analyzed included price offers, decision time, eye contact and distance at time of 1st offer, and content ratings of comments made by the dealer. The "moral" appeal elicited a higher price offer than did the "neutral" appeal and this difference was attributable to considerable helping behavior by the moral-appeal dealers combined with some exploitative attempts by the neutral-appeal dealers. Findings are discussed in relation to research on helping behavior, to pacifist bargaining tactics, and to the findings of the current study due to information given about a prior dealer's behavior. Results are compared with those of laboratory research on "unconditional cooperation" in light of differences in experimental settings. (23 ref.)