Whom to Help: Prosocial Behaviors and the Restoration of a Tarnished Identity

Abstract

How can moral transgressors rebuild their image as good people? Using affect control theory, I hypothesize that prosociality—benefitting others—will blunt negative impressions of a norm violator. I also hypothesize that benefitting good or weak people—and not bad or powerful people—will amplify the positive effect of prosociality. In two survey-vignette studies, participants reported their perceptions about a man who takes money from a found wallet—unethical behavior—and gives or does not give it to someone else—prosocial behavior. Results show prosociality redeems violators more when they help good rather than bad persons. In certain situations, helping powerless persons is more image revamping than helping powerful persons.