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Publications
  • 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

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

    • December 2022
    • Current Directions in Psychological Science

    The Emotional Rewards of Prosocial Spending Are Robust and Replicable in Large Samples

    By: Lara B. Aknin, Elizabeth W. Dunn and Ashley V. Whillans
    • November 2022
    • Psychological Science

    Opportunity Neglect: An Aversion to Low-probability Gains

    By: Emily Prinsloo, Kate Barasz, Leslie K. John and Michael I. Norton
    • October 17, 2022
    • Proceedings of the National Academy of Sciences

    Relational Diversity in Social Portfolios Predicts Well-Being

    By: Hanne K. Collins, Serena F. Hagerty, Jordi Quoidbach, Michael I. Norton and Alison Wood Brooks
More from the Authors
  • The Emotional Rewards of Prosocial Spending Are Robust and Replicable in Large Samples By: Lara B. Aknin, Elizabeth W. Dunn and Ashley V. Whillans
  • Opportunity Neglect: An Aversion to Low-probability Gains By: Emily Prinsloo, Kate Barasz, Leslie K. John and Michael I. Norton
  • Relational Diversity in Social Portfolios Predicts Well-Being By: Hanne K. Collins, Serena F. Hagerty, Jordi Quoidbach, Michael I. Norton and Alison Wood Brooks
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