Forced to Do What I Want: When Imposing Selfishness Increases Well-Being

Jonathan Berman, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
This research examines when selfish, as opposed to prosocial behavior, feels good. In particular, we show that individuals who face a choice between a selfish and a prosocial option are less happy than those who have a selfish option externally imposed.
[ to cite ]:
Jonathan Berman and Deborah Small (2011) ,"Forced to Do What I Want: When Imposing Selfishness Increases Well-Being", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 73-74.