Theories that reject the existence of altruism presume that emotional benefits serve as ulterior motives for doing good deeds. These theories argue that even in the absence of material and reputational benefits, individuals reap utility from the feelings associated with doing good. In response to this normative view of altruism, this article examines the descriptive question of whether laypeople penalize emotional prosocial actors. Six studies find that emotion serves as a positive signal of moral character, despite the intrapsychic benefits associated with it. This is true when emotion motivates prosocial behavior (Studies 1, 2, 3, and 5) and when emotion is a positive outcome of prosocial behavior (i.e., "warm glow"; Studies 4, 5, and 6). Emotional actors are considered to be moral because people believe emotion provides an honest and direct signal that the actor feels a genuine concern for others. Consequently, prosocial actors who are motivated by the expectation of emotional rewards are judged differently than prosocial actors who are motivated by other benefits, such as reputational or material rewards (Study 6). These results suggest that laypeople do not view altruism as incompatible with all benefits to the self.
We demonstrate that some lies are perceived to be more ethical than honest statements. Across three studies, we find that individuals who tell prosocial lies, lies told with the intention of benefitting others, are perceived to be more moral than individuals who tell the truth. In Study 1, we compare altruistic lies to selfish truths. In Study 2, we introduce a stochastic deception game to disentangle the influence of deception, outcomes, and intentions on perceptions of moral character. In Study 3, we demonstrate that moral judgments of lies are sensitive to the consequences of lying for the deceived party, but insensitive to the consequences of lying for the liar. Both honesty and benevolence are essential components of moral character. We find that when these values conflict, benevolence may be more important than honesty. More broadly, our findings suggest that the moral foundation of care may be more important than the moral foundation of justice.
People often brag about, or advertise, their good deeds to others. Seven studies investigate how bragging about prosocial behavior affects perceived generosity. The authors propose that bragging conveys information about an actor's good deeds, leading to an attribution of generosity. However, bragging also signals a selfish motivation (a desire for credit) that undermines the attribution of generosity. Thus, bragging has a positive effect when prosocial behavior is unknown because it informs others that an actor has behaved generously. However, bragging does not help-and often hurts-when prosocial behavior is already known, because it signals a selfish motive. In addition, the authors demonstrate that conspicuous cause marketing products have effects akin to bragging by signaling an impure motive for doing good deeds. Finally, the authors argue that bragging about prosocial behavior is unique because it undermines the precise information that the braggart is trying to convey (generosity). In contrast, bragging about personal achievements does not affect perceptions of the focal trait conveyed in the brag. These findings underscore the strategic considerations inherent in signaling altruism.
Philosophers, psychologists, and economists have long asserted that deception harms trust. We challenge this claim. Across four studies, we demonstrate that deception can increase trust. Specifically, prosocial lies increase the willingness to pass money in the trust game, a behavioral measure of benevolence-based trust. In Studies 1a and 1b, we find that altruistic lies increase trust when deception is directly experienced and when it is merely observed. In Study 2, we demonstrate that mutually beneficial lies also increase trust. In Study 3, we disentangle the effects of intentions and deception; intentions are far more important than deception for building benevolence-based trust. In Study 4, we examine how prosocial lies influence integrity-based trust. We introduce a new economic game, the Rely-or-Verifygame, to measure integrity-based trust. Prosocial lies increase benevolence-based trust, but harm integrity-based trust. Our findings expand our understanding of deception and deepen our insight into the mechanics of trust.
Charity could do the most good if every dollar donated went to causes that produced the greatest welfare gains. In line with this proposition, the effective-altruism movement seeks to provide individuals with information regarding the effectiveness of charities in hopes that they will contribute to organizations that maximize the social return of their donation. In this research, we investigated the extent to which presenting effectiveness information leads people to choose more effective charities. We found that even when effectiveness information is made easily comparable across options, it has a limited impact on choice. Specifically, people frequently choose less effective charity options when those options represent more subjectively preferred causes. In contrast to making a personal donation decision, outcome metrics are used to a much greater extent when choosing financial investments and when allocating aid resources as an agent of an organization. Implications for effective altruism are discussed.
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