Cognitive effort for self, strangers, and charities

Effort is aversive and often avoided, even when earning benefits for oneself. Yet, people sometimes work hard for others. How do people decide who is worth their effort? Prior work shows people avoid physical effort for strangers relative to themselves, but invest more physical effort for charity. Here, we find that people avoid cognitive effort for others relative to themselves, even when the cause is a personally meaningful charity. In two studies, participants repeatedly decided whether to invest cognitive effort to gain financial rewards for themselves and others. In Study 1, participants (N = 51; 150 choices) were less willing to invest cognitive effort for a charity than themselves. In Study 2, participants (N = 47; 225 choices) were more willing to work cognitively for a charity than an intragroup stranger, but again preferred cognitive exertion that benefited themselves. Computational modeling suggests that, unlike prior physical effort findings, cognitive effort discounted the subjective value of rewards linearly. Exploratory machine learning analyses suggest that people who represented others more similarly to themselves were more willing to invest effort on their behalf, opening up new avenues for future research.