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Yale School of Management study: Public sometimes perceives corporate philanthropy as "tainted altruism," gives higher marks for selflessness.

"New research from the Yale School of Management suggests that charitable giving may harm a company’s image. Inspired by a company that raised money for charity while still bringing in a profit, the research found that participants viewed selfish actions that benefited society as less moral than selfish actions that had no benefit to society — an effect dubbed “tainted altruism.” The finding suggest that companies should reevaluate how they advertise charitable giving, said George Newman, a professor of organizational behavior at the Yale School of Management and co-author of the study." -- Ben Fait, Yale Daily News

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