ABSTRACT
Jane Austen’s enduring popularity and fame have much to do with her emphasis on assessing the best course of action for heightening self-interest, family concerns, mate selection, social cooperation, and group well-being, thus bringing benefits to individuals and society. However, given that Colonel Brandon, Mr. Darcy, Mr. Knightley, Emma, and Anne Elliot all display different standards of kindness and generosity, Austen’s writing confirms that it is almost impossible to propose a universal standard and then expect everyone to act accordingly. Altruism is backed by biological, egoistic, utilitarian, socio-economic, cultural, and religious reasons, but it is also a very personal choice.
