Acts of Altruism

Sedikides and Gregg describe self-enhancement as people always acting in their own best interest. If people act in their own best interest, how can you explain acts of altruism? Why, particularly at certain times like Christmas and national tragedies like the Katrina hurricane, are people encouraged or even pressured to be altruistic?

http://eprints.soton.ac.uk/54630/1/Sedikides__Gregg_2008_PPS.pdf

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