Reluctant Altruism: Underlying Mechanisms and Global Variations

Altruistic decisions are central to civic engagement and humanitarian efforts. However, altruistic behavior is often context-dependent rather than consistent—the same individuals who act generously in one situation may behave selfishly in another. Here, we review research on this phenomenon, which we label reluctant altruism. We outline its various forms, from willful ignorance to the strategic avoidance of morally challenging decisions. We examine three key psychological drivers of reluctant altruism: (i) cognitive inattentiveness, (ii) guilt and self-image concerns, and (iii) shame and social-image concerns. We also review cross-cultural findings, highlighting robust evidence for willful ignorance across nations. Taken together, this literature offers a cautiously optimistic outlook: by thoughtfully designing decision-making environments, we can encourage reluctant individuals to act altruistically.