Doing good is not equal to good people: The wealth-based gap in prosocial motive attributions

Abstract

Are attributions of motives for prosocial behaviour modulated by the actor's wealth? We provide evidence for people attributing higher reputational motives to rich prosocial actors than poor ones across four studies. This effect persists across different kinds of prosocial behaviours, including helping (Study 1), volunteering (Study 2), and donating money (Studies 3–4). Furthermore, rich (vs. poor) prosocial actors are perceived to be less likely to be driven by altruistic motives and to have lower moral character than poor actors (Studies 2–3). Attribution of reputational motives and altruistic motives mediates the effect of target wealth on the perception of moral character (Study 2–3). Study 4 demonstrates that the judgement gap disappears when reputational benefits are implausible: voluntary privacy eliminates the wealth-based gap in motive attributions and judgement of moral character. These findings highlight that suspicion of motives prevents people from giving credit to rich prosocial actors. The implications for understanding motive inferences and prosocial credit are also discussed.