Skip to content. | Skip to navigation

Personal tools
Sections

Commentaries on this Media!

Warm Glow Altruism in "Thai Life Insurance"

by Charity-Joy Acchiardo

In a commercial by Thai Life Insurance, the camera follows a man over the course of a number of days as he conducts small acts of kindness for the people he comes across. He helps an elderly woman, donates money to a beggar, feeds a stray dog, and leaves fresh bananas for an elderly neighbor, all this while an old man shakes his head in disbelief. The commercial asks, “What does he get in return?” The commercial explains he does not do it for money, fame, or recognition; instead “what he gets are his emotions”. This notion is captured in the concept of “warm glow altruism”, where the warm glow of positive emotions is considered to be a motivation for giving.

Warm Glow Altruism in "Thai Life Insurance"

A man conducts small acts of kindness for the people he comes across. He does not do it for money, fame, or recognition but for the emotion he feels. This notion is captured in the concept of warm glow altruism.

from Unsung Hero (2014)
Creator: TVC: Thai Life Insurance
Distributor: YouTube
Posted by Charity-Joy Acchiardo
Keywords
Genres
Options