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Does social connection turn good deeds into good feelings? On the value of putting the 'social' in prosocial spending

Author

Listed:
  • Lara B. Aknin
  • Elizabeth W. Dunn
  • Gillian M. Sandstrom
  • Michael I. Norton

Abstract

When are the emotional benefits of generous behaviour 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 maximising connectedness between givers and recipients may enhance the emotional payoff of charitable initiatives.

Suggested Citation

  • Lara B. Aknin & Elizabeth W. Dunn & Gillian M. Sandstrom & Michael I. Norton, 2013. "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, Inderscience Enterprises Ltd, vol. 1(2), pages 155-171.
    • Handle: RePEc:ids:ijhdev:v:1:y:2013:i:2:p:155-171
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    Citations

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    Cited by:

    1. John F. Helliwell & Lara B. Aknin & Hugh Shiplett & Haifang Huang & Shun Wang, 2017. "Social Capital and Prosocial Behaviour as Sources of Well-Being," NBER Working Papers 23761, National Bureau of Economic Research, Inc.
    2. Wang, Xia & Tong, Luqiong, 2015. "Hide the light or let it shine? Examining the factors influencing the effect of publicizing donations on donors’ happiness," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 418-424.
    3. , Aisdl, 2020. "The Serendipity Mindset," OSF Preprints w52y9, Center for Open Science.
    4. Margarete Schellong & Nils D. Kraiczy & Lucia Malär & Andreas Hack, 2019. "Family Firm Brands, Perceptions of Doing Good, and Consumer Happiness," Entrepreneurship Theory and Practice, , vol. 43(5), pages 921-946, September.
    5. Daniel A. Yudkin & Annayah M. B. Prosser & S. Megan Heller & Kateri McRae & Aleksandr Chakroff & M. J. Crockett, 2022. "Prosocial correlates of transformative experiences at secular multi-day mass gatherings," Nature Communications, Nature, vol. 13(1), pages 1-13, December.
    6. Abigail B. Schneider & Sunaina Chugani & Tavleen Kaur & Jason Stornelli & Michael G. Luchs & Marat Bakpayev & Tessa Garcia‐Collart & Bridget Leonard & Lydia Ottlewski & Laura Pricer, 2022. "The role of wisdom in navigating social media paradoxes: Implications for consumers, firms, and public policy," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1127-1147, September.
    7. Hong Zhang & Yongle Ding & Li Wei & Wenting Zhang, 2023. "Personal Relative Deprivation Reduces the Meaningfulness of Engaging in Prosocial Behavior (7,756 Words)," Journal of Happiness Studies, Springer, vol. 24(1), pages 35-56, January.
    8. Lane, Tom, 2017. "How does happiness relate to economic behaviour? A review of the literature," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 68(C), pages 62-78.
    9. Andrew Miles & Laura Upenieks, 2022. "Moral Self-Appraisals Explain Emotional Rewards of Prosocial Behavior," Journal of Happiness Studies, Springer, vol. 23(5), pages 1793-1814, June.
    10. Wang Liu & Tian Su & Lili Tian & E. Scott Huebner, 2021. "Prosocial Behavior and Subjective Well-Being in School among Elementary School Students: the Mediating Roles of the Satisfaction of Relatedness Needs at School and Self-Esteem," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 16(4), pages 1439-1459, August.
    11. Hong Zhang & Jiawei Zhu & Li Wei & Wenting Zhang, 2021. "A Comparison between the Psychological Benefits of Giving Money vs. Giving Time," Journal of Happiness Studies, Springer, vol. 22(6), pages 2677-2701, August.
    12. Wuke Zhang & Mingliang Chen & Ying Xie & Zhen Zhao, 2018. "Prosocial Spending and Subjective Well-Being: The Recipient Perspective," Journal of Happiness Studies, Springer, vol. 19(8), pages 2267-2281, December.
    13. , Aisdl, 2020. "Becoming Attuned," OSF Preprints j7f8y, Center for Open Science.

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