ABSTRACT
Why do we help others in need, even when we anticipate no payment or praise? It is often assumed that there is a single psychological process, admittedly very complex, that leads to prosocial motivation in the absence of direct material or social rewards. The most popular candidate for this honor is a socialization process: We are taught moral principles (e.g., principles of justice, responsibility, and the like); we internalize these principles as values; and then we act accordingly (Berkowitz, 1972; Schwartz, 1977; Schwartz & Howard, 1982).
