Social Class and Prosocial Behavior

Associations between social class and prosocial behavior—defined broadly as action intended to help others—may vary as a function of contextual factors. Three studies examined how making prosocial actions public, versus private, moderates this association. In Study 1, participation in a public prosocial campaign was higher among upper than lower class individuals. In Studies 2 and 3, lower class individuals were more prosocial in a dictator game scenario in private than in public, whereas upper class individuals showed the reverse pattern. Follow-up analyses revealed the importance of reputational concerns for shaping class differences in prosociality: Specifically, higher class individuals reported that pride motivated their prosocial behavior more than lower class individuals, and this association partially accounted for class-based differences in prosociality in public versus private contexts. Together, these results suggest that unique strategies for connecting and relating to others develop based on one’s position in the class hierarchy.