People tend to perceive someone's charitable efforts as less moral if the do-gooder reaps a reward from it, according to new research.
This phenomenon - which researchers call the "tainted-altruism effect" - suggests that charity in conjunction with self-interested behaviour is viewed less favourably because we tend to think that the person could have given everything to charity without taking a cut for themselves.
"We are just starting to learn more about how people evaluate the altruistic behaviour of others," said Yale University researcher George Newman.
"This work suggests that people may react very negatively to charitable initiatives that are perceived to be in some way 'inauthentic'," Newman said.
In a study, Newman and colleague Daylian Cain instructed participants to read scenarios in which a man was trying to gain a woman's affection by volunteering at her workplace.
Some participants read that she worked at a homeless shelter, while others read that she worked at a coffee shop. A third group of participants read both scenarios.
In line with the tainted-altruism hypothesis, participants who read that the man volunteered at the homeless shelter rated him as less moral, less ethical, and his actions as no more beneficial to society than the participants who read that he volunteered at the coffee shop.
Participants who read both the scenarios, however, seemed to realise that doing some good by volunteering at the homeless shelter was better than doing no good at all: They rated the man as equally moral in both scenarios.
Several other experiments supported these results, showing that participants viewed making a profit from a charitable initiative as less moral than making a profit from a business venture, and they were significantly less likely to support that charity as a result.
Participants only realised the inconsistency in this logic when they were reminded that the person in question didn't have to contribute to charity at all, researchers said.
In their final experiment, researchers tested the tainted-altruism effect with a real-world initiative by an American clothing retailer that donates 50 per cent of profits from certain products purchased at its clothing stores to help fight the spread of HIV/AIDS and malaria.
This time, participants rated the company poorly if they were reminded that the firm keeps the other 50 per cent of profits. However, those who were asked to further consider that the company didn't have to donate any money at all realized the flawed logic and rated them more highly.
"We found evidence that 'tainted' charity is seen as worse than doing no good at all. Importantly, this effect can be framed away and appears to be pretty malleable," Newman said.
The findings are published in Psychological Science, a journal of the Association for Psychological Science.
