Tirole, Jean; Bénabou, Roland - In: American Economic Review 96 (2006) 5, pp. 1652-1678
We develop a theory of prosocial behavior that combines heterogeneity in individual altruism and greed with concerns for social reputation or self-respect. Rewards or punishments (whether material or image-related) create doubt about the true motive for which good deeds are performed, and this...