Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
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
  • Format:Print
ShareBar

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.
  • Read Now

About The Author

Michael I. Norton

Negotiation, Organizations & Markets
→More Publications

More from the Authors

    • May 2022
    • Lancet Public Health

    Policy Stringency and Mental Health During the COVID-19 Pandemic: A Longitudinal Analysis of Data from 15 Countries

    By: Lara B. Aknin, Bernardo Andretti, Rafael Goldszmidt, John F. Helliwell, Anna Petherick, Jan-Emmanuel De Neve, Elizabeth W. Dunn, Daisy Fancourt, Elkhonon Goldberg, Sarah P. Jones, Ozge Karadag, Elie Karam, Richard Layard, Shekhar Saxena, Emily Thornton, Ashley Whillans and Jamil Zaki
    • April 2022
    • Journal of Consumer Research

    Consumers Value Effort over Ease When Caring for Close Others

    By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
    • October 2021
    • Journal of Consumer Psychology

    Communicating Resource Scarcity and Interpersonal Connection

    By: Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans and Michael I. Norton
More from the Authors
  • Policy Stringency and Mental Health During the COVID-19 Pandemic: A Longitudinal Analysis of Data from 15 Countries By: Lara B. Aknin, Bernardo Andretti, Rafael Goldszmidt, John F. Helliwell, Anna Petherick, Jan-Emmanuel De Neve, Elizabeth W. Dunn, Daisy Fancourt, Elkhonon Goldberg, Sarah P. Jones, Ozge Karadag, Elie Karam, Richard Layard, Shekhar Saxena, Emily Thornton, Ashley Whillans and Jamil Zaki
  • Consumers Value Effort over Ease When Caring for Close Others By: Ximena Garcia-Rada, Mary Steffel, Elanor F. Williams and Michael I. Norton
  • Communicating Resource Scarcity and Interpersonal Connection By: Grant E. Donnelly, Anne V. Wilson, Ashley V. Whillans and Michael I. Norton
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Digital Accessibility
Copyright © President & Fellows of Harvard College