The Undercover Altruist: When Doing Good Is Socially Awkward.

Jan Willem Bolderdijk, University of Groningen, The Netherlands
Gert Cornelissen, Pompeu Fabra University, Spain
The presence of others is assumed to motivate people to advertise their moral selves. We argued that people sometimes hide their true moral inclinations from others to avoid socially awkward situations: observed participants reduced donations, avoided being associated with a human rights campaign, and were modest in their moral selfdescriptions.
[ to cite ]:
Jan Willem Bolderdijk and Gert Cornelissen (2015) ,"The Undercover Altruist: When Doing Good Is Socially Awkward.", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 491-491.