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  • 2013
  • Article
  • International Journal of Happiness and Development

Does Social Connection Turn Good Deeds into Good Feelings? On the Value of Putting the 'Social' in Prosocial Spending

By: Lara B. Aknin, Elizabeth W. Dunn, Gillian M. Sandstrom and Michael I. Norton
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Abstract

When are the emotional benefits of generous behavior most likely to emerge? In three studies, we demonstrate that the hedonic benefits of generous spending are most likely when spending promotes positive social connection. Study 1 shows that people feel happier after giving more to charity, but only when they give to someone connected with the cause. Studies 2 and 3 show that the emotional rewards associated with giving to friends or acquaintances are greatest in situations that facilitate social connection. Thus, social connection may be important for turning good deeds into good feelings, and maximizing connectedness between givers and recipients may enhance the emotional payoff of charitable initiatives.

Keywords

Happiness; Money; Prosocial Spending; Social Connection; Well-being; Donations; Charitable Giving; Warm Glow; Social Relationships; Gift Giving; Happiness; Relationships; Philanthropy And Charitable Giving; Society

Citation

Aknin, Lara B., Elizabeth W. Dunn, Gillian M. Sandstrom, and Michael I. Norton. "Does Social Connection Turn Good Deeds into Good Feelings? On the Value of Putting the 'Social' in Prosocial Spending." International Journal of Happiness and Development 1, no. 2 (2013): 155–171.
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About The Author

Michael I. Norton

Negotiation, Organizations & Markets
→More Publications

More from the Authors

    • 2021
    • Social Issues and Policy Review

    Helping and Happiness: A Review and Guide for Public Policy

    By: Lara B. Aknin and Ashley V. Whillans
    • 2020
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    'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt

    By: Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance and Michael I. Norton
    • 2020
    • Faculty Research

    Work Values Shape the Relationship Between Stress and (Un)Happiness

    By: George Ward, Hanne Collins, Michael I. Norton and Ashley V. Whillans
More from the Authors
  • Helping and Happiness: A Review and Guide for Public Policy By: Lara B. Aknin and Ashley V. Whillans
  • 'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt By: Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance and Michael I. Norton
  • Work Values Shape the Relationship Between Stress and (Un)Happiness By: George Ward, Hanne Collins, Michael I. Norton and Ashley V. Whillans
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