In 2010, for the first time in 23 years, PepsiCo did not invest in Super Bowl advertising for its iconic brand. Instead, the company diverted $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. Consumers voted for their favorite ideas, and PepsiCo funded the winners in...

The present study examined how financial decisions ‘get under the skin’. Participants played an economic game in which they could donate some of their payment to another student. Affect was measured afterward and salivary cortisol was measured before and afterward. Participants who kept more money for themselves reported less positive affect, more negative affect, and more shame. Shame predicted higher levels of post-game cortisol, controlling...

Although evidence suggests that negative task and self-evaluations are associated with emotional exhaustion, little research has examined factors that buffer against these effects. We propose that perceived prosocial impact, the experience of helping others, compensates for negative task and self-evaluations by focusing attention on positive outcomes for others. In Study 1, perceived prosocial impact attenuated the associations of low intrinsic motivation and core self-evaluations with...

Previous research has shown that spending money on others (prosocial spending) increases happiness. But, do the happiness gains depend on who the money is spent on? Sociologists have distinguished between strong ties with close friends and family and weak ties—relationships characterized by less frequent contact, lower emotional intensity, and limited intimacy. We randomly assigned participants to reflect on a time when they spent money on...

We tested the hypothesis that gifts act as markers of interpersonal similarity for both acquaintances and close relationship partners. Participants were led to believe that a new opposite sex acquaintance (Experiment 1) or romantic partner (Experiment 2) had selected either a desirable or undesirable gift for them. In Experiment 1, men viewed themselves as less similar to their new acquaintance after receiving a bad versus...

In two laboratory and one pilot field study, we demonstrate that cause marketing, whereby firms link products with a cause and share proceeds with it, reduces charitable giving by consumers, even when it is costless to the consumer to buy on CM (versus not); further, instead of increasing total contribution to the cause, it can decrease it. Consumers appear to realize that participating in cause...

In three field studies, we explore the impact of providing employees and teammates with prosocial bonuses, a novel type of bonus spent on others rather than on oneself. In Experiment 1, we show that prosocial bonuses in the form of donations to charity lead to happier and more satisfied employees at an Australian bank. In Experiments 2a and 2b, we show that prosocial bonuses in...

Civil societies function because people pay taxes and make charitable contributions to provide public goods. One possible motive for charitable contributions, called “pure altruism,” is satisfied by increases in the public good no matter the source or intent. Another possible motive, “warm glow,” is only fulfilled by an individual's own voluntary donations. Consistent with pure altruism, we find that even mandatory, tax-like transfers to a...

Self-determination theory posits that the degree to which a prosocial act is volitional or autonomous predicts its effect on well-being and that psychological need satisfaction mediates this relation. Four studies tested the impact of autonomous and controlled motivation for helping others on well-being and explored effects on other outcomes of helping for both helpers and recipients. Study 1 used a diary method to assess daily...

Evolutionary models of cooperation require proximate mechanisms that sustain prosociality despite inherent costs to individuals. The ‘‘warm glow’’ that often follows prosocial acts could provide one such mechanism; if so, these emotional benefits may be observable very early in development. Consistent with this hypothesis, the present study finds that before the age of two, toddlers exhibit greater happiness when giving treats to others than receiving...