Committing altruism under the cloak of self-interest: the exchange fiction

Authors :: Holmes, John G.
Miller, Dale T.
Lerner, Melvin J.
Source :: Journal of Experimental Social Psychology. March, 2002, Vol. 38 Issue 2, p144, 8 p.
Publication Year :: 2002
Abstract: An analysis is presented on people's unwillingness to reveal prosocial motivation in contributing to charitable causes. Research indicates that an attractive incentive, which can be used to disguise altruistic giving as self-interest, is more effective to prompt action than solely appealing to altruistic goals even if individuals agree with those goals.