Getting the most out of giving: Concretely framing a prosocial goal maximizes happiness

• Pursuing a prosocial goal framed in concrete (vs. abstract) terms increases a giver's happiness.
• Gaps between givers' expectations of goal success and reality drive this happiness effect.
• Framing a prosocial goal more concretely shrinks the gap between givers' expectations and reality.
• People do not correctly predict that concrete (vs. abstract) goal frames create more giver happiness.

Across six field and laboratory experiments, participants assigned a more concretely-framed prosocial goal (e.g., making someone smile or increasing recycling) felt happier and reported creating greater personal happiness after performing a goal-directed act of kindness than did those who were assigned a functionally similar, but more abstractly-framed, prosocial goal (e.g., making someone happy or saving the environment). Moreover, mediation analyses revealed that this effect was driven by differences in the size of the gap between participants' expectations and reality. Compared to those who pursued an abstractly-framed prosocial goal, those who pursued a concretely-framed goal perceived that the actual outcome of their goal-directed efforts more accurately matched their expectations, causing them to experience a greater boost in happiness. Evidence that participants are unable to predict this effect, believing that pursuing abstractly-framed prosocial goals would have either an equal or greater positive impact on their own happiness, is also presented.