Abstract

We use the term Quixoteism to refer to a new social motive. The characterization of this motive deals with two aspects: the definition of the ultimate goal (i.e., to increase the welfare of the world) and the proposal of a process that activates it (i.e., a transcendental-change orientation). Three studies were conducted to test this characterization. In Study 1 we developed an empirical measure of the transcendental-change orientation. The participants in Studies 2 and 3 were presented with a need situation. Results showed that the centrality of such an orientation was directly related to an interpretation consistent with the ultimate goal of Quixoteism (Study 2), and that its salience increases the likelihood of performing a high-cost prosocial behavior (Study 3).