Social approval and helping

An experiment was conducted to examine the role played by social approval as an incentive for helping behavior. After filling out the Marlowe-Crowne Social Desirability Scale, 95 female undergraduates were asked to make donations to a research fund under either public or private conditions. The following predictions, derived from social learning theory, were supported: (a) more money is donated under public conditions than under private conditions (p < .01), (b) more money is donated by individuals high in need for approval than those low in need for approval (p < .05), and (c) the effect of need for approval on donating is greater under public conditions than under private conditions (p < .05).