Abstract
This article examines self-relevant processes that sustain behaviors that have little or no direct implications for people’s well-being. When outcomes are low in direct personal relevance, far in the future, or only weakly linked to one’s present behavior, imagined personal incentives may not be enough to motivate behavior. Under such circumstances, people may nonetheless perform actions that are linked to their identity, self-evaluation, or public image. Using pro-environmental behavior as an exemplar, we examine self-processes that are involved when people engage in behaviors that do not directly affect their personal self-interest.
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