pseudoaltruism

Pseudoaltruism is a term used to describe actions that are outwardly altruistic but primarily driven by self-interest. In sociology, psychology, and evolutionary theory, pseudoaltruism refers to helping behavior that is motivated by expectations of personal gain, such as enhanced reputation, social approval, future reciprocation, or avoidance of punishment, rather than solely by concern for others' welfare.

Distinguishing pseudoaltruism from genuine altruism is challenging because motives are internal and multifaceted. Some researchers reserve the term for actions that function primarily as signals to others rather than as direct benefits to recipients, while others use it more broadly to describe any prosocial act with a substantial self-serving motive.

Common mechanisms include costly signaling (performing visible, costly acts to signal desirable traits), reputation-building, and strategic reciprocity. Pseudoaltruistic acts may still benefit recipients, but the actor's primary intention is strategic, not purely benevolent.

Examples: donating to a charity to gain public recognition; helping a colleague to earn future promotions; volunteering for a high-profile cause to improve a brand image.

Relation to theory and critique: In evolutionary and economic models, pseudoaltruism challenges the boundary between altruism and selfishness, highlighting that apparent altruism can be shaped by social feedback and long-term payoffs. Critics caution that assessing motives is difficult, and some acts labeled pseudoaltruistic may coexist with genuine concern for others.

See also: altruism, reciprocal altruism, costly signaling, reputation.