Are monetary gifts negatively labeled? Material benefits and prosocial motivation evaluation

Abstract

ABSTRACT We examined whether people perceive prosocial actors’ prosocial motivations differently when prosocial actors gain monetary gifts and goods gifts. Across five studies, 1351 participants read different prosocial scenarios that depicted prosocial actors who gained either monetary or goods gifts. Then, they evaluated the prosocial motivations of the prosocial actors. Studies 1–5 consistently found that people perceived prosocial motivations to be less authentic when prosocial actors chose to receive monetary gifts compared with goods gifts. In addition, moral disgust and moral character evaluation mediated this effect (Studies 3–4). Moreover, the negative effect of monetary gifts on people’s perception of prosocial motivation further undermined their helping intention to prosocial actors (Study 5). Our research expanded the understanding of people’s perception of material gifts in prosocial behavior by proposing the model of monetary benefits aggravated tainted altruism. Besides, our findings provide insights into public policy and charity rules.