Can We Prime for Compassion and Other Virtues? The Impact of the Good Samaritan Parable

Abstract Can we prime for compassion and other prosocial virtues and values? The current study seeks to determine if strategic brief priming and exposure to relational spirituality via the Good Samaritan parable from the New Testament Gospel of Luke might result in more compassion, as well as ethical, religious, and sacredness endorsement. The study had a diverse group of 334 participants (229 females, 102 males, 2 nonbinary; 216 65% Caucasian, 118 35% people of color), with a mean age of 51.8 ( SD = 23.36) years) secured through a snowball sampling procedure during November 2025. Data were collected through online surveys after participants were randomly assigned to one of four priming conditions in the form of brief 90-s videos that included (1) a religious version of the Good Samaritan parable that primed for selfless compassion, (2) a secular version of the Good Samaritan parable that primed for selfless compassion, (3) a video on how to make more money that primed for selfishness, and (4) a neutral control video of a field of swaying wheat. Analysis of variance revealed several significant differences between groups, such that those who identified with a faith group tended to score higher on measures of sacredness and compassion relative to those who did not. This study highlights the potential educational and social-emotional benefits of exposure to stories, materials, and media that demonstrate altruistic behavior as a means to increase prosocial interests and engagement.