This phenomenon is called affective realism, because we experience supposed facts about the world that are created in part by our feelings. Clore has spent decades performing clever experiments to better understand how people make decisions every day based on gut feelings. World, rather than your experience of the world. You are more likely to treat affect as information about the When you experience affect without knowing the cause, That shadow is cast by our actions because there is always the possibility that others will find out what we have done. We all behave differently when we know we live in the shadow of the future. In this way, our actions have consequences that go far beyond any individual act of charity, or indeed any act of mean-spirited malice. We are often troubled by the thought of what others may think of our deeds. Indirect reciprocity now means something like “If I scratch your back, my good example will encourage others to do the same and, with luck, someone will scratch mine.” By the same token, our behavior is endlessly shaped by the possibility that somebody else might be watching us or might find out what we have done. I am less likely to get my back scratched, in the form of a favor, if it becomes known that I never scratch anybody else’s. If, thanks to endless chat and intrigue, the world knows that you are a good, charitable guy, then you boost your chance of being helped by someone else at some future date. Thanks to the power of reputation, we help others without expecting an immediate return.
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