Not all forms of altruism are created equal. Or, to put it another way, not all forms of altruism are perceived as being equally altruistic. When doing good coincides with doing well, the way that people view an altruistic act can change.

George Newman, assistant professor of organizational behavior at the Yale School of Management, decided to study that dynamic after reading an article by New York Times columnist Nicholas Kristof. The column detailed the saga of Dan Pallotta, a prominent...

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