The term 'warm glow' was first introduced by economist James Andreoni in an attempt to explain why people sometimes act altruistically (for example, donate to charity)1. The theory suggests that people often act pro-socially because it is rewarding; we derive a positive emotional experience from the act of helping others (that is, a warm glow). In a recent Letter, Taufik, Bolderdijk and Steg2 show that acting green elicits a literal warm glow: people's psychological state directly influences their thermal state. In the experiment, participants who acted in an environmentally friendly way perceived significantly higher temperatures than those who did not. Importantly, the effect on perceived temperature was mediated by a positive self-signal.
van der Linden, S.
(2015). Intrinsic motivation and pro-environmental behaviour Nature Climate Change
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