How Much Is Enough? The Relationship Between Prosocial Effort and Moral Character Judgments

The amount of effort required to bring about a prosocial outcome can vary from low—handing a stranger the wallet she just dropped—to high—spending days tracking down the owner of a lost wallet. The goal of the current research is to characterize the relationship between prosocial effort and moral character judgments. Does more prosocial effort always lead to rosier moral character judgments? Across four studies ( N = 1,658), we find that moral character judgments increase with prosocial effort to a point and then plateau. We find evidence that this pattern is produced, in part, by descriptive and prescriptive norms: exceeding descriptive norms increases moral character judgments, but exceeding prescriptive norms has the opposite effect, which leads to a tapering off of moral character judgments at higher levels of effort.