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Abstract This research investigates the relation between informal help and subjective well‐being and its underlying mechanisms using a cross‐national perspective. We focus on two potential mechanisms derived from the self‐determination theory and conformity to the social norms literature. From the standpoint of self‐determination theory, helping others is good for well‐being if it is intrinsically motivated, rather than driven by the expectation of reciprocity. On the other hand, from the perspective of the conformity literature, helping others is associated with a higher well‐being when it is linked to the benefits of social conformity, such as social approval. We tested these hypotheses using the data from a total of 23 countries. The results provided support for both mechanisms. First, we found that the lower individuals' beliefs in reciprocity are, the stronger is the positive effect of self‐reported helping behavior on their well‐being. Second, helping behavior was more strongly related to life satisfaction in countries where providing help represents a strong social norm (measured with two different cultural indicators). We conclude that both individual‐ and culture‐level mechanisms account for the relation between prosocial behavior and well‐being. Copyright © 2015 John Wiley & Sons, Ltd.
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