How can we ensure that people do not choose for their own self-interest, but for the collective good? For instance, how do we increase the willingness of citizens to pay taxes, which in turn are used to realize collective services? And how do we ensure that enough people donate blood, so that all the people who need blood transfusions can be helped? These are the kinds of questions I deal with in my research, both as a researcher at the university and at the Knowledge Center. In doing so, I examine various factors that can encourage people to serve the collective good, such as, for example: rewards, trust, social norms, and so on.