Selfish Or Selfless? on the Signal Value of Emotion in Altruistic Behavior

Alixandra Barasch, University of Pennsylvania, USA
Emma E. Levine, University of Pennsylvania, USA
Jonathan Berman, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
We examine when consumers gain credit for good deeds. Contrary to theories that decry emotions as selfish, people view emotions as authentic, and therefore deserving of charitable credit. Further, feeling good as a result of giving is viewed positively, unless someone explicitly claims to have been motivated by emotional benefits.
[ to cite ]:
Alixandra Barasch, Emma E. Levine, Jonathan Berman, and Deborah Small (2013) ,"Selfish Or Selfless? on the Signal Value of Emotion in Altruistic Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.