We develop a theory of prosocial behavior that combines heterogeneity in individual altruism and greed with concerns for social reputation or self-respect. Rewards or punishments (whether material or imagerelated) create doubt about the true motive for which good deeds are performed and this "overjustification effect" can induce a partial or even net crowding out of prosocial behavior by extrinsic incentives. We also identify the settings that are conducive to multiple social norms and more generally those that make individual actions complements or substitutes, which we show depends on whether stigma or honor is (endogenously) the dominant reputational concern. Finally, we analyze the socially optimal level of incentives and how monopolistic or competitive sponsors depart from it. Sponsor competition is shown to potentially reduce social welfare.Keywords: altruism, rewards, motivation, esteem, crowding out, overjustification effect, identity, social norms, morals, greed, psychology JEL Classification: D64, D82, H41, Z13. People commonly engage in activities that are costly to themselves and mostly benefit others. They volunteer, help strangers, vote, give to political or charitable organizations, donate blood, join rescue squads, or even sacrifice their life for strangers. In experiments, many subjects also display altruistic or reciprocal behaviors. At the same time, a number of important phenomena and puzzles cannot be explained by the sole presence of individuals with other-regarding preferences. What is therefore the broader set of motives that shape people's social conduct, and do how these interact with each other and the economic environment?
Contact InformationA first puzzle is that providing rewards and punishments to foster prosocial behavior sometimes has a perverse effect, reducing the total contribution provided by agents. Such a crowding-out of "intrinsic motivation" by extrinsic incentives has been observed in a broad variety of social interactions (see Bruno