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

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.



Citation:

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.

Authors

Jonathan Berman, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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