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Altruism: Benefits
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Altruism, in practice, is the performance of duties to others with no view to any sort of personal gain for one's efforts. If one performs an act beneficial to others with a view to gaining affection, respect, reputation, or any form of gratitude or remuneration then it is not an altruistic act. It is in fact a selfish act because the principal motivation was to reap some benefit for oneself. The desire of this benefit exists equally whether it is psychological, emotional, intellectual, or material - each form of desirable benefit is philosophically identical as a motivation.
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Altruism is contrary to the normal purpose of advertising, to convince the individual that acquiring a certain product or service will benefit that individual. Altruism is doing things for the benefit of others. For this reason, the use of altruism in advertising requires that it be linked with some other appeal, an appeal that shows how being altruistic benefits the individual. The stronger the linked appeal, the stronger altruism will appear.
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Altruism focuses on a motivation to help others or a want to do good without reward...Pure altruism is giving without regard to reward or the benefits of recognition. The concept has a long history in philosophical and ethical thought, and has more recently become a topic for psychologists, sociologists, evolutionary biologists, and ethologists.1
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Altruism refers to behavior that benefits other animals of the same species. Living in the company of other animals presents numerous drawbacks, such as increased competition for food, nest sites, and mates, and increased visibility to predators.
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Altruism can be distinguished from a feeling of loyalty and duty. Altruism focuses on a motivation to help others or a want to do good without reward, while duty focuses on a moral obligation towards a specific individual (for example, God, a king), a specific organization (for example, a government), or an abstract concept (for example, patriotism etc). Some individuals may feel both altruism and duty, while others may not. Pure altruism is giving without regard to reward or the benefits of recognition.
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Altruism is the last and weakest of the psychological appeals. Its weakness lies in the fact that, in its pure form of self-destructive behavior for another's benefit, it doesn't exist. What does exist is reciprocal altruism, in which self-destructive behavior for another's benefit results in a return of one kind or another. Such behavior is evident in social animals throughout the animal kingdom.
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