“…One of the most obvious ways that observers might incur costs from the actions of helpful individuals is due to social comparison. A good reputation is, by definition, a positional good -a person's reputation is 'good' in relation to the reputations of other individuals to whom that individual is compared (Barclay, 2011(Barclay, , 2013(Barclay, , 2016Samu et al, 2020). Prosocial actions that improve one person's reputation (or can be construed as potentially doing so) can therefore provoke competitive responses from those whose reputation may suffer by comparison (e.g., (Herrmann et al, 2019;Macfarlan et al, 2012;McAndrew & Perilloux, 2012;Pleasant & Barclay, 2018;Raihani & Smith, 2015;Sylwester & Roberts, 2013)).…”