Economic theory propagates a model of the human being commonly known as homoeconomicus; an individual with a rational orientation directed towards maximizing his/her preferences. However, our everyday lives involve many altruistic acts. These can range from small gestures of kindness such as holding a door open for another person, to heroic feats such as risking one's life to save a child from drowning. During our lives we also meet certain people that instantly induce our kindness. Our nicety in these moments is not based on a pursuit to optimize our material desires. Rather, we allow our feelings and intuitions to guide the course of our actions. How do we reconcile these experiences against the economic conception of human nature as inherently selfish? Addressing this contradiction, the paper will deconstruct the economic view and repositioning it as the product of an epistemological stance that distorts our view of altruism. An alternative model on altruism will then be developed by merging anthropological theories on value with insights from cultural psychology and grounded cognition. Through this process, a passage will be shown from static and universalizing perspective towards an emergent and dynamic theory on altruism.
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