On Valentine Street, Chivalry Isn’t Dead

Researchers examined whether subtle reminders of love increase men’s willingness to help. Men who had been approached by a woman asking for directions to Valentine Street were willing to help a different woman retrieve her cell phone from “thieves”, helping her almost 37% of the time. Men asked for directions to Martin Street only helped 20% of the time. The simple mention of “Valentine” unconsciously motivated men to behave in a more chivalrous manner.

Lamy, L., Fischer-Lokou, J., & Guéguen, N. (2010). Valentine Street promotes chivalrous helping. Swiss Journal of Psychology, 69, 169-172.