Getting the Most out of Giving: Pursuing Concretely-Framed Prosocial Goals Maximizes Happiness

Melanie Rudd, Jennifer Aaker and Michael I. Norton
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Melanie Rudd: Stanford University
Jennifer Aaker: Stanford University
Michael I. Norton: Harvard University

Research Papers from Stanford University, Graduate School of Business

Abstract: Across six field and laboratory experiments, participants given a concretely-framed prosocial goal (e.g., making someone smile, increasing recycling) felt happier after performing a goal-directed act of kindness than did those who were assigned a functionally similar, but more abstractly-framed, prosocial goal (e.g., making someone happy, saving the environment). This effect was driven by differences in the size of the gap between participants' expectations and reality: Compared to those assigned to pursue an abstractly-framed prosocial goal, those assigned to pursue a concretely-framed goal perceived that the actual outcome of their goal-directed efforts more accurately matched their expectations, causing them to experience a greater boost in personal happiness. Further, participants were unable to predict this effect, believing that pursuing abstractly-framed prosocial goals would have either an equal or greater positive impact on their own happiness.

Date: 2013-04
New Economics Papers: this item is included in nep-exp and nep-hap
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