Beyond Pro-Social Behaviour: An Exploration of Altruism in Two Cultures

Altruism is primarily defined as behaviour aimed at benefiting others. Recent studies in evolutionary, social and positive psychology have highlighted that altruistic emotions and behaviours significantly contribute to wellbeing, happiness, health and longevity. However, few studies specifically focused on the concept of altruism, its experiential dimensions, cultural variants, meaning and related life domains. Hence, this study aims at exploring: a) how do people define altruism; b) perceived individual and social consequences of altruism; c) perceived difficulties in being altruistic; d) cultural influences on conceptions of altruism and related behaviours. The Altruism Questionnaire was specifically developed to address these issues. Qualitative data were collected among 119 adult participants (60 Indians and 59 Italians). Findings revealed that in both cultures altruism is perceived more than just as pro-social behaviour, emphasising it as human and social value along with its relational and psychological features. Improvement in relationships is reported as the most prominent benefit of being altruistic. Paradoxically, negative social evaluation such as criticism, isolation and misunderstanding is reported as the prominent difficulty. Influences of culture-specific factors were detected in the conceptualization and evaluation of altruism and altruistic behaviours, raising questions for assessment, intervention and further research.