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The Influence of Superhero Comic Books on Adult Altruism

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Running Head: THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !1

The Influence of Superhero Comic Books on Adult Altruism

Jonathan MacFarlane

Georgia Gwinnett College


THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !2

Abstract

There is a body of work on the influence of fictional characters on personal development, and

some research on the effects of superhero role modeling on children’s behavior and resilience.

We use fictional characters’ experiences to understand our own lives (Ress, 2010) and

internalize societal values (Singh & Lu, 2004). Fictional characters are often viewed as role

models (Melnick, 2002), and children frequently look to superheroes as role models (McCrary,

1999). Superhero role modeling can improve behavior (Karniol et al., 2011) and even health

resilience (Fradkin, Weschenfelder, & Yunes, 2016). However, there has been very little

research specifically about the influence comic books have on the development and/or exercise

of prosocial/altruistic values or behaviors. This project looked for, and did not find, a connection

between childhood comic book reading and elevated prosocial values/behaviors in adulthood. A

connection was found between childhood comic book reading and negative opinion of the

general population’s level of altruism in adulthood. Additionally, I investigated if superhero

comics have a priming effect on altruistic behavior; a significant positive influence was shown.

THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !3

The Influence of Superhero Comic Books on Adult Altruism

Superheroes have been recognized as potential positive role models since the beginning

of the comic book as an art form (Ruben, 2012). Comic book characters are widely recognized

and engaged with due to mainstream prevalence of comic book-inspired media. For example, in

2016 alone eight theatrical movies, 24 television shows, and five video games based on comic

book characters were aired/released. These eight movies, which are as popular with adults as

with children (Berman, 2016), made approximately $4.97 billion in box office ticket sales as of

December 2, 2016 (Box Office Mojo, n.d.). DC Comics’ television shows, which account for ten

of 2016’s 24, bring in over $1 billion in revenue annually (Szalai, 2016). In 2013, the top four

properties from Marvel Comics and DC Comics sold approximately $2.4 billion worth of

merchandise1 (Block, 2014). This surge in comic book-based mass media, along with other

childhood favorites from the 1980s and 90s like Transformers, Power Rangers, My Little Pony,

and G.I. Joe, is largely due to the internet enabling easy nostalgic fulfillment (Harvey, 2011) and

fueling demand for more content from these properties.

Superhero stories are melodramas, stories designed to play on the emotions of the

audience and typically feature the protagonists overcoming seemingly insurmountable problems

through extraordinary bravery, resilience, and/or sacrifice (Argo, Zhu, & Dahl, 2008). At a basic

level, superheroes demonstrate ordinary people can be greater than their station. Superman is

a small town farm boy who learns he is the most powerful being on the planet; Batman

witnesses his parents’ senseless murder and transforms himself into the dread of criminals

everywhere; Spider-Man is poor and bullied but gains extraordinary abilities through a science

mishap (Morrison, 2012). “Supergirl’s shared secret with readers is not the specific identity of

1Spider-Man (Marvel): $1.3 billion; Batman (DC): $494 million; Avengers (Marvel): $325 million;
Superman (DC): $277 million
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !4

her mundane alter ego…but that any mundane girl might be more powerful than she

seems” (Link, 2013, p. 1179).

The characters of the Golden Age of comics (approximately 1930-1960) were mythical

figures dealing with lofty ideals and black-and-white morality (Genter, 2007; Ruben, 2012).

Superman is “the champion of the oppressed…sworn to devote his existence to helping those in

need” (Siegel & Shuster, 1938), and Batman and Robin are sworn to “fight together against

crime and corruption” and stay on “the path of righteousness” (Finger, 1940). In a 1948 issue of

Sensation Comics (Peter) Wonder Woman indirectly cautions the audience,

But remember, this man’s world of yours will never be without pain and suffering until it

learns love and respect for human rights. Keep your hands extended to all in

friendliness, but never holding the gun of persecution and intolerance!

These characters, though, were not directly relatable to most readers (Morrison, 2012),

who were not demigod-like aliens, incredibly wealthy, or Amazonian. This is not to say, however,

they were without morally educational value. Binary values are the underlying support structure

of most stories, especially fable-esque stories like superhero comics (Gover & Conway, 1999).

Accordingly, most heroes’ archnemeses are mirrors of the heroes to which they belong, sharing

in common a type of origin and/or set of abilities but pursuing villainy rather than heroism

(Morrison, 2012; Langley, 2012). Most of the stories ended with the evildoers being arrested

and/or imprisoned for their crimes. If nothing else, Golden Age comic storytelling served as a

warning of the moral (and literal) cost of choosing the wrong path.

Comic book stories and their heroes underwent a change in the early 1960s, when

Marvel Comics introduced an ever-growing cast of characters2 who, along with their heroics,

faced real-world problems such as bullying, discrimination and racism, poverty, and even

homework (Genter, 2007). The stories also took place in fictionalized real-world locations—

2 Specifically, Spider-Man, the Fantastic Four, and the X-Men

THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !5

mainly New York City—and would often involve, directly or indirectly, real-world events and/or

people (Howe, 2012). This change, which gradually carried over to other publishers’ characters,

strengthened superheroes’ potential as role models and potential real world forces for good

(Calvert, Strouse, & Murray, 2006; Singh & Lu, 2004), as audiences better respond to stories

with high verisimilitude, even when they feature highly fantastical elements (Argo, Zhu, & Dahl,

2008).

The aim of this study was two-fold. First, to determine if reading superhero comic books

in childhood has an influence on adult prosocial/altruistic behaviors or values, both in the

readers themselves and on their perception of them in others. Secondly, to determine if

superhero comics have a priming effect on altruistic behavior. I hypothesized participants who

read superhero comics as children would be more likely to hold and exercise prosocial/altruistic

values than those who did not (H1). I further hypothesized childhood readers would have a lower

opinion of the general population’s level of altruism (H2). My third hypothesis (H3) was

participants who read a superhero comic before encountering an “accident” befalling someone

else would be more likely and quicker to help than those who read the control material.

Literature Review

To my knowledge there is no published research into the effects of childhood comic book

reading on moral values or behavior, or research into the priming effects of comics on prosocial

behaviors. There is, however, a growing body of work on the influence of fictional characters in

general. There is also some research on superhero role modeling.

When members of an audience can relate to the lives of fictional characters, they are

able to use the character’s experiences to better understand their own lives (Ress, 2010), as

well as recognize and internalize societal values (Singh & Lu, 2004), which aids in the

development of personal identity (Gover & Conway, 1999). On this subject, Ress, speaking of

Little Orphan Annie, writes, “they were not reading the paper; they were gazing into a funhouse
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !6

mirror, watching a distorted image of their own becoming” (p. 791). This is an important benefit

of engaging in fiction, especially in regards to childhood moral development. Behaviors and

beliefs established in childhood, both positive and negative, generally continue through

adulthood (Calvert, Strouse, & Murray, 2006; Fradkin, Weschenfelder, & Yunes, 2016).

By thinking about ourselves in the context of fictional stories, we are able to visualize

potential outcomes (Martin, 2007). We take the lessons characters learn and improve ourselves

(Martin, 2007; Ruben, 2012; Singh & Lu, 2004; Melnick, 2002). In this way, fictional characters

influence personal development, values, and identity. This type of inspiration is the core of many

superheroes, notably Superman:

I wouldn’t have it any other way. Dreams save us. Dreams lift us up and transform us.

And on my soul, I swear, until my dream of a world where dignity, honor, and justice

becomes a reality we all share, I’ll never stop fighting. Ever. (Kelly, Mahnke, & Bermejo,

2001)

A more recent example can be found in Ms. Marvel:

There’s this ayah [verse] from the Quran that my dad always quotes when he sees

something bad on TV. A fire or a flood or a bombing. ‘Whoever kills one person, it is as if

he has killed all of mankind; and whoever saves one person, it is as if he has saved all of

mankind.’ When I was a little kid that always made me feel better. (Wilson & Alphona,

2014)

Consistent engagement with a real-world positive role model has been shown to

positively impact academic, personal, and social behaviors and interactions (Fradkin,

Weschenfelder, & Yunes, 2016). Fictional characters frequently play as strong a role, especially

when engaged with frequently (Calvert, Strouse, & Murray, 2006). Melnick (2002) found 66% of

her participants consider fictional characters to be role models, especially those with similar

personal characteristics or circumstances. Characters viewed as possessing positive

THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !7

characteristics—compassion, patience, honesty, etc.—are more likely to be considered role

models (Calvert, Strouse, & Murray, 2006).

To a large extent it is these positive characteristics, which we as the audience believe we

possess, or wish to possess, that influence our attachment to fictional characters (Gover &

Conway, 1999). Johnson (2010) and Greitemeyer, Osswald, and Brauer (2010) showed

engagement with a fictional story, and/or witnessing prosocial behavior in fictional characters,

increased empathy and real-world prosocial behavior. Empathy, in turn, allows the audience to

better connect and identify with the characters—a cyclical connection resulting in greater

internalization of characters’ aspects (Argo, Zhu, & Dahl, 2008). The obvious commitment of

superheroes to prosocial ideals and behaviors can play a role in moral development (Martin

2007; McCrary, 1999).

Engaging with positive role model superheroes can lead children to take on the

characters’ traits for themselves. McCrary (1999) found 64.7% of her participants selected a

superhero as their personal hero. When imagining ourselves to be the character, we are able to

embody their perceived values and characteristics (Gover & Conway, 1999). In both children

and adults being told one can emulate characters’ desirable behaviors frequently triggers

carrying out said behaviors in the real world (Farsides, Pettman, & Tourle, 2013). In a study

conducted by Karniol et al., one participant explained her ability to delay gratification by saying

she “said goodbye to Superman and took his powers for myself” (Karniol et al., 2011, p. 312).

Along these lines, internalizing Spider-Man’s motto, “With great power there must also come

great responsibility” (Lee & Ditko, 1962), could increase a sense of social responsibility, and so

on. Nelson and Norton (2005) report evidence adjacent to this idea in their study, which found

participants primed with superhero-linked words and concepts were both more likely to

volunteer (short-term effect) and follow-through on that commitment several months later (long-

term effect).
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !8

Seeing comic book characters experience similar real-world problems can, to an extent,

alleviate feelings of being alone in a negative circumstance and foster the will to overcome; for

those not experiencing these circumstances, it can increase tolerance and empathy (Fradkin,

Weschenfelder, & Yunes, 2016; Karniol et al., 2011; Norton, 2003). Witnessing superheroes

overcome enemies of both the villainous and life circumstance variety provides “a means of

vicariously healing” from real-world traumas (Ruben, 2012, p. 422). There is some evidence

from a program at the A.C. Camargo Cancer Center that “invincibility suggestion”3 increases

pediatric patients’ resilience (Fradkin, Weschenfelder, & Yunes, 2016, p. 409). Even

superheroes without superhuman abilities (for example, Batman or Iron Man) can serve as

evidence personal improvement and superiority over circumstances is achievable through

determination and effort (Wolf-Meyer, 2003).

Method

Materials and Procedures

The Helping Attitudes Scale (Nickell, 1998) was used to evaluate participants’ personal

beliefs, feelings, and behaviors associated with altruism. This survey asks participants to use a

5 point scale to rate their level of agreement with 20 statements concerning helping others.

These include both positively- and negatively-phrased items, such as “Doing volunteer work

makes me very happy” and “Helping others is usually a waste of time.” The negatively-phrased

items are reverse scored, then the individual’s score totaled. This yields a score ranging from 20

to 100, corresponding to the respondent’s level of altruism (see Table 1).

The Philosophies of Human Nature Scale (Wrightsman, 1964) was used to evaluate

participants’ opinions of the general population’s altruism. This survey asks participants to use a

6-point scale to evaluate others’ prosocial values and altruistic behaviors. The 14 items are

3Medical personnel making comparisons between patients and superheroes, and providing
comics, videos, and superhero branded medical supplies
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !9

randomized, and include both positive- and negatively-phrased statements, such as “The typical

person is sincerely concerned about the problems of others” and “The average person is

conceited.” Negatively-phrased items are reverse-scored. Responses are converted to a

corresponding point value, as shown in Table 2. The individual’s points are totaled, yielding a

total ranging from -42 to 42, which corresponds to their opinion of others’ altruism (see Table 3).

My survey, which evaluated H1 and H2, combined these two scales, and also requested

participants’ demographic information: age, gender, race and/or ethnicity, education level, and if

they consider themselves to be religious/spiritual. Finally, it asked participants if they read

superhero comics as children or adults and, if so, asked for their favorite superhero. The survey

was conducted both in-person and online. The physical and digital versions were identical in

format and structure; see Appendix for the full survey. ANOVA tests were performed on the

results of both scales to determine if there was a significant difference between the childhood

reader group (CR) and the non-childhood reader group (NCR); p < .05.

An experimental procedure was used to evaluate H3. Participants were asked to come

complete a survey regarding comic books and personality. When they arrived, they were asked

to read either a superhero comic book (experimental group; EG) or a nature article (control

group; CG), under the pretense of giving the researcher time to set things up for the survey and

to clear their minds for the study. The reading material was assigned by arrival order, with odd-

numbered participants creating the CG and even-numbered participants the EG. The EG read

until they finished the issue; the CG until they finished the article, or for 10 minutes (the article

was significantly longer than the comic).

The comic, Ms. Marvel (Wilson & Alphona, 2015), was selected because of its non-

traditional lead character4 , who is a Muslim, Pakistani-American, teenage female. The particular

issue was selected because it contained strongly prosocial messaging in its story. The nature

4 That is, not a white male

THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !10

article for the CG, an overview of various species of octopus (Judson, 2016), is from National

Geographic. It was selected because it lacks any obvious encouragement of prosocial values or

behaviors. It was printed with only the text, to avoid discomforting any participants who might be

squeamish about octopuses’ appearance.

After reading, then signing an informed consent agreement, an accident scenario was

manufactured, by knocking a paper cup filled with pens off the table while handing the

participant their copy of the consent agreement or survey. I reacted as one normally would,

saying “oops” or similar, then beginning to pick up the pens. Participants were timed to see how

long it took for them to start helping. Once the pens were picked up, the participants then

completed the previously-described survey, and their time to help (TTH) recorded, along with

which reading material they’d been given. Prior to beginning data collection an average time to

pick up the pens unaided was established by, in situ, knocking the cup off and timing myself

picking them up; this was repeated 5 times. The average time (12 seconds) was used when

participants did not help, and half (six seconds) used when participants offered help, but did not

help automatically. An independent samples T-test was performed to check for a significant

difference in the TTH of the control and experimental groups; p < .05.

Participants

Participants for the survey portion of the study were recruited from the Georgia Gwinnett

College student population through the psychology department’s research study participation

system (SONA). Participants were also recruited from outside the student population through

postings on Facebook and Twitter. 222 responses were received; 17 were discarded because

the participant was underage or answers were incomplete, yielding N = 205. Participant age

ranged from 18 to 71, with M = 29.92 (SD = 10.25). 53.66% of participants identify as female,
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !11

43.2% as male, and 2.93% as other5. CR n = 97; NCR n = 108. CR age M = 33.09 (SD =

10.73); NCR age M = 27.06 (SD = 8.92).

Participants for the experiment were recruited from the Georgia Gwinnett College

student population using SONA. N = 43, five male (11.63%) and 38 female (88.37%). The ages

of participants ranged from 18 to 47; M = 21.72 (SD = 5.97). EG n = 21; CG n = 22.

Results

Survey

There was a significant difference between the scores of the CR and NCR with both

scales (see Tables 4 and 5). On the Helping Attitudes Scale (p = .04), M = 83.06 (SD = 8.78) for

the NCR and M = 80.93 (SD = 8.629) for the CR; both scores fall in the “helpful” range of the

scale (see Table 1). There was no significant difference between the scores of adult comic

readers and adult non-readers; participants who read both in childhood and adulthood and all

others; or those who selected as their favorite superheroes characters whose identity largely

defined by their morality6 and all others. On the Philosophies of Human Nature Scale (p = .02),

NCR M = 2.84 (SD = 12.61), while CR M = -.77 (SD = 11.63). The CR score is considered

“slightly negative,” while the NCR score falls into the “slightly positive” range (see Table 3).

Experiment

There was significant difference (p = .01) in the TTH of the EG and CG (see Tables 6

and 7). CG TTH, M = 5.05 seconds (SD = 4.07) and Mdn = 3.5 seconds; EG TTH M = 2.52

seconds (SD = 1.54) and Mdn = 2 seconds. One member (4.76%) of the experimental group

only offered help. Five members (22.73%) of the control group neither helped nor offered help,

and one member (4.55%) only offered help.

5The survey had a space for participants to write in their gender identity of choice; the indicated
other percentage is comprised of all participants who entered anything besides male or female.
6 Captain America, Spider-Man, Superman, and Wonder Woman
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !12

Discussion

Survey

Helping Attitudes Scale. As expected, there was a significant difference in the self-

assessed level of altruism in the CR and NCR. The results, however, are the opposite of this

hypothesis, with the mean score of the CR being significantly lower than that of the NCR. As

such, H1 must be rejected. This result corresponds to Nelson and Norton’s (2005) finding that

participants primed by a notoriously altruistic superhero, Superman, were actually less likely

than the control group to help a stranger in a hypothetical scenario. However, they also found

that participants primed with the general category of superheroes were more likely than control

to help in the scenario. While our studies were exploring different effects—they were looking at

short-term priming and long-term follow-through, as opposed to personality development and

maintenance—one would expect similar results. The discrepancy may be explained by their use

of a very specific hypothetical situation—giving up one’s seat for an elderly woman on a

crowded train—rather than a set of more vague general situations.

It is not surprising this portion of study found both groups, on average, think of

themselves as altruistic. Only 1 member of each group scored in the “not helpful” range, and

another member of the NCR as “neutral.” Humans have an innate desire to be seen as good by

others, and this often colors responses to self-report surveys of this nature (Navarro-González,

Lorenzo-Seva, & Vigil-Colet, 2016). We tend to think the best of ourselves, even when there is

evidence of the contrary. For example, a participant might answer with a 4 or 5 to the statement,

“If possible, I would return lost money to the rightful owner,” knowing every time they’ve found

money on the ground they’ve kept it for themselves.

That said, it is interesting that although both groups overwhelmingly rated themselves as

being helpful the CR was more modest about their proclivity to help others. The “helpful” scores

of the CR are almost evenly split between the 61-80 and 81-100 point ranges, at 48.45% and
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !13

50.52%, respectively. The “helpful” scores of the NCR, on the other hand, are much more

concentrated in the 81-100 point range (62.04%) than the 61-80 point range (37.04%). A

possible explanation for this, which might also explain the lower overall average score, might be

that the CR are more self-aware of perceived moral shortcomings and this tempers the desire to

be perceived positively. It may also be that, while long-time readers identify with the overall

positive traits of superheroes as a category of character—selflessness, honesty, heroism, etc.—

they do not integrate the personality traits of specific characters into their own. A more simple

explanation could be that superheroes are but one of a collection of positive forces for moral

development in a child’s life, and don’t have a significantly measurable effect on their own.

Philosophies of Human Nature Scale. There was a weakly significant difference

between the overall opinions of the CR and NCR, so H2 is not rejected. I did expect a more

strongly negative opinion of others’ level of altruism, especially from the CR. It is normal to rate

desirable traits as less-common in others than in one’s self (Fisher, 1993). Additionally, while the

CR’s opinion was lower—a difference of 3.61 points—I expected more negativity due to

consistent exposure to the idea that most people are inherently weak and need a hero to show

the way. In retrospect, this storytelling idea is consistent in most forms of popular fiction, so the

effects wouldn’t be limited to comic book readers.

Experiment

As hypothesized, the EG was both more likely to help (95.24% vs. 72.73%), and quicker

to do so (2.52 seconds vs. 5.05 seconds). This indicates that, contrary to what many parents

have said over the years, comic books probably aren’t bad for you and may make you a more

altruistic person7. Picking up pens in an office likely doesn’t indicate a proclivity to grander

heroism, but that there is a positive effect is promising for further research. My finding

7 Amusingly, one member of the CG, after being debriefed, said, “After you spilled the pens, my
first thought was, ‘I should move my computer because you might spill your drink, too.’”
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !14

corresponds with Nelson and Norton’s (2015) that participants were more likely to volunteer and

be faithful to the commitment when primed with superheroes.

That said, my sample is overwhelmingly female (88.37%) and so not strongly

representative of the general population. It is a common belief that women are more helpful than

men, and there is some evidence this is true, at least to an extent (Schmitt, 2016)—though at

least one study found the opposite to be the case (Eagly & Crowly, 1986). I found no significant

gender-based difference in my participants’ TTH (p = .32; n = 5, male M = 2.4 seconds, SD =

2.07; female n = 38, M = 4 seconds, SD = 3.43). However, to authoritatively state comic reading

makes someone more likely to be helpful requires replication with a proportional sample group.

Conclusion

Superheroes are an important, widely engaged-with aspect of our popular culture, and

their effects on their audience should be explored. I remain confident people who grow up

reading superhero comics are more likely than average to be altruistic; however, this study was

not the best way of looking for that difference. The weaknesses of self-report surveys for this

and similar traits prevent a fully-accurate evaluation. A better method for evaluating this question

might be to survey those familiar with the participants regarding the participants altruistic

behaviors and/or prosocial beliefs, rather than the participants themselves. Another possibility

might be to measure real-world engagement in altruism by collecting data such as yearly

donations to charity, yearly hours volunteered, etc.

It would be worthwhile to replicate the experimental portion of the study with a more well-

structured sample group, to obtain more generalizable results. It would also be interesting to

apply this experimental design to aspects other than helpfulness, such as resilience,

gratification delay, or temptation resistance. These avenues might be more applicable to

children than adults, but would be worthwhile to explore in either or both.


THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !15

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THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !19

Table 1
Helping Attitudes Scale Score Interpretation

Range 20-59 60 61-100

Evaluation Not Helpful Neutral Helpful

Table 2
Philosophies of Human Nature Scoring

Response 1 2 3 4 5 6

Point value -3 -2 -1 1 2 3

Table 3
Philosophies of Human Nature Score Interpretation

Range -29 to -42 -15 to -28 -1 to -14 0 1 to 14 15 to 28 29 to 42

Strongly Somewhat Slightly Slightly Somewhat Strongly
Opinion Neutral
negative negative negative positive positive positive

Table 4
Survey Scales ANOVA Results, Childhood Reader

Sum of df Mean square F Sig.

squares

Scale One Between 231.351 1 231.251 3.051 0.082

groups
Within groups 15392.162 203 75.823

Total 15623.512 204

Scale Two Between 668.110 1 668.110 4.523 0.035

groups
Within groups 29985.334 203 147.711

Total 30653.444 204

Note. Scale One = Helping Attitudes Scale; Scale Two = Philosophies of Human Nature Scale
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !20

Table 5
Mean, Median, and Score Ranges for Scales

Scale 1 Scale 2

N Mean Median Min. Max. Mean Median Min. Max.

CR 97 80.93 81 45 99 -0.77 0 -28 28

NCR 108 83.06 84 56 100 2.84 3 -30 36

Note. Scale One = Helping Attitudes Scale; Scale Two = Philosophies of Human Nature Scale;
CR = Childhood readers; NCR = Non-childhood readers

Table 6
Experiment Group Statistics

Reading material N Mean Std. Deviation Std. Error Mean

Time to help National Geographic 22 5.05 4.065 0.867

Ms. Marvel 21 2.52 1.537 0.335

Table 7
Experiment Group Independent Samples T-Test Results

T-test for equality of means

Levene’s test
for equality of 95% confidence
variances interval of the dif.
Sig. Std. error
F Sig. t df (2-tailed) Means dif. dif. Lower Upper

Equal var. 13.48 0.001 2.67 41 0.01 2.52 0.95 0.61 4.43
assumed

Equal var. not 2.71 27.12 0.01 2.52 0.93 0.62 4.43
assumed
THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !21

Appendix: Survey

Select one of the provided answers, or write in your answer, as indicated.

1. How old are you?

2. What is your gender?
3. What is your race?
4. What is your ethnicity?
5. Do you consider yourself to be religious or spiritual? Yes No Circle One
6. What is your current education level? 

THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !22

Using the scale below, indicate your level of agreement or disagreement in the space next to
each statement. This is not a test, so there are no right or wrong answers. Please answer as
honestly as possible.

1 2 3 4 5

Strongly Disagree Disagree Undecided Agree Strongly Agree

1. Helping others is usually a waste of time.

2. When given the opportunity, I enjoy aiding others who are in need.
3. If possible, I would return lost money to the rightful owner.
4. Helping friends and family is one of the greatest joys in life.
5. I would avoid aiding someone in a medical emergency if I could.
6. It feels wonderful to assist others in need.
7. Volunteering to help someone is very rewarding.
8. I dislike giving directions to strangers who are lost.
9. Doing volunteer work makes me very happy.
10. I donate time or money to charities every month.
11. Unless they are part of my family, helping the elderly isn’t my responsibility.
12. Children should be taught about the importance of helping others.
13. I plan to donate my organs when I die with the hope they will help someone else live.
14. I try to offer my help with any activities my community or school groups are carrying
out.
15. I feel at peace with myself when I have helped others.
16. If the person in front of me in the check-out line was a few cents short I would pay
the difference.
17. I feel proud when I know my generosity has benefited a needy person.
18. Helping people does more harm than good because they come to rely on others, not
themselves.
19. I rarely contribute money to a worthy cause.
20. Giving aid to the poor is the right thing to do.

THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !23

Using the scale below, indicate your level of agreement or disagreement in the space next to
each statement. This is not a test, so there are no right or wrong answers. Please answer as
honestly as possible.

1 2 3 4 5 6

Disagree Disagree Disagree Agree

Agree Slightly Agree Strongly
Strongly Somewhat Slightly Somewhat

1. Most people try to apply the Golden Rule even in today’s complex society.
2. The typical person is sincerely concerned about the problems of others.
3. Most people will act as “Good Samaritans” if given the opportunity.
4. “Do unto others as you would have them do unto you” is a motto most people follow.
5. It’s only a rare person who would risk their own life and limb to help someone else.
6. Most people would stop and help a person whose car is disabled.
7. Most people with a fallout shelter would let their neighbors stay in it during a nuclear
attack.
8. People are usually out for their own good.
9. It’s pathetic to see an unselfish person in today’s world because so many take
advantage of them.
10. People pretend to care more about one another than they really do.
11. Most people do not hesitate to go out of their way to help someone in trouble.
12. Most people exaggerate their troubles in order to get sympathy.
13. Most people inwardly dislike putting themselves out to help other people.
14. The average person is conceited.

 THE INFLUENCE OF SUPERHERO COMICS ON ALTRUISM !24

Select one of the provided answers, or write in your answer, as indicated.

1. Did you read superhero comic books as a child? Yes No

2. If Yes, who was your favorite superhero as a child? Select only 1; if No, skip to the next item


3. Do you currently read superhero comic books? Yes No

4. If Yes, who is your favorite superhero currently? Select only 1


Once you’ve completed the survey, please return it to the researcher. You will be given a
debriefing document with an explanation of the research being conducted; at that point your
participation will be concluded.

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