The topography of generosity: asymmetric evaluations of prosocial actions.

@article{Klein2014TheTO,
  title={The topography of generosity: asymmetric evaluations of prosocial actions.},
  author={Nadav Klein and Nicholas Epley},
  journal={Journal of experimental psychology. General},
  year={2014},
  volume={143 6},
  pages={
          2366-79
        }
}
Prosociality is considered a virtue. Those who care for others are admired, whereas those who care only for themselves are despised. For one's reputation, it pays to be nice. Does it pay to be even nicer? Four experiments assess reputational inferences across the entire range of prosocial outcomes in zero-sum interactions, from completely selfish to completely selfless actions. We observed consistent nonlinear evaluations: Participants evaluated selfish actions more negatively than equitable… CONTINUE READING
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