Giving Versus Giving In

Altruism is central to organizational and social life, but its motivations are not well understood. We propose a new theoretical distinction that sorts these motivations into two basic types: "giving" indicates prosocial behaviors in which one willingly engages, while "giving in" indicates prosocial behavior in which one reluctantly engages, often in response to social pressure or obligation. Unlike those who give, those who give in prefer to avoid the situation that compels altruism altogether, even if doing so leaves the would-be beneficiary empty-handed. We review the existing literature on altruism in behavioral economics, psychology, and organizational behavior and suggest that the distinction between giving and giving in is not only central from a theoretical standpoint, but also has important methodological implications for researchers trying to study prosocial behavior and practitioners trying to encourage it.