One reason people engage in prosocial behavior is to reap the reputational benefits associated with being seen as generous. Yet, there isn't a direct connection between doing good deeds and being seen as a good person. Prosocial actors are often met with suspicion and sometimes castigated as disingenuous braggarts, empty virtue-signalers, or holier-than-thou hypocrites. In this article, we review recent research on how people evaluate those who engage in prosocial behavior and identify key factors that influence whether observers will praise or denigrate a prosocial actor for doing a good deed.

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亲社会行为和声誉：什么时候做好事会变得好看？

人们从事亲社会行为的原因之一是为了获得与被视为慷慨相关的声誉利益。然而，做好事与被视为好人之间并没有直接的联系。亲社会行为者经常受到怀疑，有时被斥为虚伪的吹牛者、空洞的美德信号者或比你更圣洁的伪君子。在本文中，我们回顾了最近关于人们如何评价那些从事亲社会行为的人的研究，并确定了影响观察者是否会赞扬或诋毁亲社会行为者做好事的关键因素。