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Quoting from the article:

Thurner and co found that positive behaviour intensifies after an individual receives a positive action.

"The probability of acting out negative actions is about 10 times higher if a person received a negative action at the previous timestep than if she received a positive action," they say.

"We interpret these findings as empirical evidence for self organization towards reciprocal, good conduct within a human society," they say.

In other words, humanity is fundamentally good.

Some conjectures (frankly, after having just read the title):

+ Good and bad are both cascade effects.

+ Religion might be seen as a device to "generate" a good motive albeit one external to the immediate environment/circumstance, the goal being to promote "good" behavior in the face of / despite being the recipient of "bad" behavior or circumstances. (The follow on questions might be what is defined as "good" behavior and whom is it benefiting.)

+ Our actions do indeed affect others, and perhaps not just those we are immediately involved with.

+ Altruism is about bettering the environment within which we exist.

Note also that, per the link at the end of the article, this study is not behind a paywall:

http://arxiv.org/abs/1107.0392