Biased Benevolence: The Perceived Morality of Effective Altruism Across Social Distance

Is altruism always morally good, or is the morality of altruism fundamentally shaped by the social opportunity costs that often accompany helping decisions? Across four studies, we reveal that in cases of realistic tradeoffs in social distance for gains in welfare where helping socially distant others necessitates not helping socially closer others with the same resources, helping is deemed as less morally acceptable. Making helping decisions at a cost to socially closer others also negatively affects judgments of relationship quality (Study 2) and in turn, decreases cooperative behavior with the helper (Study 3). Ruling out an alternative explanation of physical distance accounting for the effects in Studies 1 to 3, social distance continued to impact moral acceptability when physical distance across social targets was matched (Study 4). These findings reveal that attempts to decrease biases in helping may have previously unconsidered consequences for moral judgments, relationships, and cooperation.