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  • Organizational Behavior and Human Decision Processes

Selfishly Benevolent or Benevolently Selfish? When Self-interest Undermines versus Promotes Prosocial Behavior

By: Julian Zlatev and Dale T. Miller
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Abstract

Existing research shows that appeals to self-interest sometimes increase and sometimes decrease prosocial behavior. We propose that this inconsistency is in part due to the framings of these appeals. Different framings generate different salient reference points, leading to different assessments of the appeal. Study 1 demonstrates that buying an item with the proceeds going to charity evokes a different set of alternative behaviors than donating and receiving an item in return. Studies 2 and 3a-g establish that people are more willing to act, and give more when they do, when reading the former framing than the latter. Study 4 establishes ecological validity by replicating the effect in a field experiment assessing participants’ actual charitable contributions. Finally, Study 5 provides additional process evidence via moderation for the proposed mechanism. We discuss theoretical and practical implications of these findings and suggest avenues for future research.

Keywords

Altruism; Charitable Giving; Framing; Prosocial Behavior; Reference Points; Self-interest; Philanthropy and Charitable Giving; Framework; Behavior

Citation

Zlatev, Julian, and Dale T. Miller. "Selfishly Benevolent or Benevolently Selfish? When Self-interest Undermines versus Promotes Prosocial Behavior." Organizational Behavior and Human Decision Processes 137 (November 2016): 112–122.
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About The Author

Julian J. Zlatev

Negotiation, Organizations & Markets
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  • A 680,000-Person Megastudy of Nudges to Encourage Vaccination in Pharmacies By: Katherine L. Milkman, Linnea Gandhi, Mitesh S. Patel, Heather N. Graci, Dena M. Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Jonathan E. Bogard, Ilana Brody, Christopher F. Chabris, Edward Chang, Gretchen B. Chapman, Jennifer E. Dannals, Noah J. Goldstein, Amir Goren, Hal Hershfield, Alex Hirsch, Jillian Hmurovic, Samantha Horn, Dean Karlan, Ariella S. Kristal, Cait Lamberton, Michael N. Meyer, Allison H. Oakes, Maurice E. Schweitzer, Maheen Shermohammed, Jaochim H. Talloen, Caleb Warren, Ashley Whillans, Kuldeep N. Yadav, Julian J. Zlatev, Ron Berman, Chalanda N. Evans, Rahul Ladhania, Jens Ludwig, Nina Mazar, Sendhil Mullainathan, Christopher K. Snider, Jann Spiess, Eli Tsukayama, Lyle Ungar, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
  • Going Beyond the ‘Self’ in Self-Control: Interpersonal Consequences of Commitment Strategy Use By: Ariella Kristal and Julian Zlatev
  • The Dynamics of Gender and Alternatives in Negotiation By: Jennifer E. Dannals, Julian J. Zlatev, Nir Halevy and Margaret A. Neale
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