Michael I. Norton

Spending Money on Others Promotes Happiness

Although much research has examined the effect of income on happiness, we suggest that how people spend their money may be at least as important as how much money they earn. Specifically, we hypothesized that spending money on other people may have a more positive impact on happiness than spending money on oneself. Providing converging evidence for this hypothesis, we found that spending more of ones income on others predicted greater happiness both cross-sectionally (in a nationally representative survey study) and longitudinally (in a field study of windfall spending). Finally, participants who were randomly assigned to spend money on others experienced greater happiness than those assigned to spend money on themselves.

Building a Better America—One Wealth Quintile at a Time:

Disagreements about the optimal level of wealth inequality underlie policy debates ranging from taxation to welfare. We attempt to insert the desires of “regular” Americans into these debates, by asking a nationally representative online panel to estimate the current distribution of wealth in the United States and to “build a better America” by constructing distributions with their ideal level of inequality. First, respondents dramatically underestimated the current level of wealth inequality. Second, respondents constructed ideal wealth distributions that were far more equitable than even their erroneously low estimates of the actual distribution. Most important from a policy perspective, we observed a surprising level of consensus: All demographic groups—even those not usually associated with wealth redistribution such as Republicans and the wealthy—desired a more equal distribution of wealth than the status quo.

Whites See Racism as a Zero-Sum Game That They Are Now Losing

Although some have heralded recent political and cultural developments as signaling the arrival of a postracial era in America, several legal and social controversies regarding “reverse racism” highlight Whites’ increasing concern about anti-White bias. We show that this emerging belief reflects Whites’ view of racism as a zero-sum game, such that decreases in perceived bias against Blacks over the past six decades are associated with increases in perceived bias against Whites—a relationship not observed in Blacks’ perceptions. Moreover, these changes in Whites’ conceptions of racism are extreme enough that Whites have now come to view anti-White bias as a bigger societal problem than anti-Black bias.

Prosocial Spending and Well-Being : Cross-Cultural Evidence for a Psychological Universal

This research provides the first support for a possible psychological universal: Human beings around the world derive emotional benefits from using their financial resources to help others (prosocial spending). In Study 1, survey data from 136 countries were examined and showed that prosocial spending is associated with greater happiness around the world, in poor and rich countries alike. To test for causality, in Studies 2a and 2b, we used experimental methodology, demonstrating that recalling a past instance of prosocial spending has a causal impact on happiness across countries that differ greatly in terms of wealth (Canada, Uganda, and India). Finally, in Study 3, participants in Canada and South Africa randomly assigned to buy items for charity reported higher levels of positive affect than participants assigned to buy the same items for themselves, even when this prosocial spending did not provide an opportunity to build or strengthen social ties. Our findings suggest that the reward experienced from helping others may be deeply ingrained in human nature, emerging in diverse cultural and economic contexts.

Aid in the Aftermath of Hurricane Katrina: Inferences of Secondary Emotions and Intergroup Helping

This research examines inferences about the emotional states of ingroup and outgroup victims after a natural disaster, and whether these inferences predict intergroup helping. Two weeks after Hurricane Katrina struck the southern United States, White and non-White participants were asked to infer the emotional states of an individualized Black or White victim, and were asked to report their intentions to help such victims. Overall, participants believed that an outgroup victim experienced fewer secondary, ‘uniquely human’ emotions (e.g. anguish, mourning, remorse) than an ingroup victim. The extent to which participants did infer secondary emotions about outgroup victims, however, predicted their helping intentions; in other words, those participants who did not dehumanize outgroup victims were the individuals most likely to report intentions to volunteer for hurricane relief efforts. This investigation extends prior research by: (1) demonstrating infraglobalhumanization of individualized outgroup members (as opposed to aggregated outgroups); (2) examining infrahumanization via inferred emotional states (as opposed to attributions of emotions as stereotypic traits); and (3) identifying a relationship between infra-humanization of outgroup members and reduced intergroup helping.

The Counterfeit Self The Deceptive Costs of Faking It

Although people buy counterfeit products to signal positive traits, we show that wearing counterfeit products makes individuals feel less authentic and increases their likelihood of both behaving dishonestly and judging others as unethical. In four experiments, participants wore purportedly fake or authentically branded sunglasses. Those wearing fake sunglasses cheated more across multiple tasks than did participants wearing authentic sunglasses, both when they believed they had a preference for counterfeits (Experiment 1a) and when they were randomly assigned to wear them (Experiment 1b). Experiment 2 shows that the effects of wearing counterfeit sunglasses extend beyond the self, influencing judgments of other people’s unethical behavior. Experiment 3 demonstrates that the feelings of inauthenticity that wearing fake products engenders—what we term the counterfeit self—mediate the impact of counterfeits on unethical behavior. Finally, we show that people do not predict the impact of counterfeits on ethicality; thus, the costs of counterfeits are deceptive.

Color Blindness and Interracial Interaction Playing the Political Correctness Game

Two experiments explored the ramifications of endorsing color blindness as a strategy for appearing unprejudiced. In Study 1, Whites proved adept at categorizing faces on the basis of race, but understated their ability to do so. In Study 2, Whites playing the Political Correctness Game—a matching task that requires describing other individuals—were less likely to use race as a descriptor when paired with a Black partner than when paired with a White partner, a strategy that impaired communication and performance. In addition, avoidance of race was associated with Whites making less eye contact with and appearing less friendly toward Black partners.

Paying to Be Nice: Consistency and Costly Prosocial Behavior

Building on previous research in economics and psychology, we propose that the costliness of initial prosocial behavior positively influences whether that behavior leads to consistent future behaviors. We suggest that costly prosocial behaviors serve as a signal of prosocial identity and that people subsequently behave in line with that self-perception. In contrast, costless prosocial acts do not signal much about ones prosocial identity, so subsequent behavior is less likely to be consistent and may even show the reductions in prosocial behavior associated with licensing. The results of a laboratory experiment and a large field experiment converge to support our account. This paper was accepted by Brad Barber, Teck Ho, and Terrance Odean, special issue editors.

Vicarious Dissonance: Attitude Change from the Inconsistency of Others

Three studies support the vicarious dissonance hypothesis that individuals change their attitudes when witnessing members of important groups engage in inconsistent behavior. Study 1, in which participants observed an actor in an induced-compliance paradigm, documented that students who identified with their college supported an issue more after hearing an ingroup member make a counterattitudinal speech in favor of that issue. In Study 2, vicarious dissonance occurred even when participants did not hear a speech, and attitude change was highest when the speaker was known to disagree with the issue. Study 3 showed that speaker choice and aversive consequences moderated vicarious dissonance, and demonstrated that vicarious discomfort--the discomfort observers imagine feeling if in an actors place--was attenuated after participants expressed their revised attitudes.

Persuasive Robotics: The influence of robot gender on human behavior

Persuasive Robotics is the study of persuasion as it applies to human-robot interaction (HRI). Persuasion can be generally defined as an attempt to change anothers beliefs or behavior. The act of influencing others is fundamental to nearly every type of social interaction. Any agent desiring to seamlessly operate in a social manner will need to incorporate this type of core human behavior. As in human interaction, myriad aspects of a humanoid robots appearance and behavior can significantly alter its persuasiveness - this work will focus on one particular factor: gender. In the current study, run at the Museum of Science in Boston, subjects interacted with a humanoid robot whose gender was varied. After a short interaction and persuasive appeal, subjects responded to a donation request made by the robot, and subsequently completed a post-study questionnaire. Findings showed that men were more likely to donate money to the female robot, while women showed little preference. Subjects also tended to rate the robot of the opposite sex as more credible, trustworthy, and engaging. In the case of trust and engagement the effect was much stronger between male subjects and the female robot. These results demonstrate the importance of considering robot and human gender in the design of HRI.