When and why is helping others good for well-being? The role of belief in reciprocity and conformity to society's expectations

This research investigates the relation between informal help and subjective well-being and its underlying mechanisms using a cross-national perspective. We focus on two potential mechanisms derived from the self-determination theory and conformity to the social norms literature. From the standpoint of self-determination theory, helping others is good for well-being if it is intrinsically motivated, rather than driven by the expectation of reciprocity. On the other hand, from the perspective of the conformity literature, helping others is associated with a higher well-being when it is linked to the benefits of social conformity, such as social approval. We tested these hypotheses using the data from a total of 23 countries. The results provided support for both mechanisms. First, we found that the lower individuals' beliefs in reciprocity are, the stronger is the positive effect of self-reported helping behavior on their well-being. Second, helping behavior was more strongly related to life satisfaction in countries where providing help represents a strong social norm (measured with two different cultural indicators). We conclude that both individual- and culture-level mechanisms account for the relation between prosocial behavior and well-being. Copyright (c) 2015 John Wiley & Sons, Ltd.