Abstract
In line with Significance Quest Theory (SQT, Kruglanski et al., 2022) and Costly Signaling Theory (CST, Zahavi, 1995), the present research aims to investigate the relationship between individual differences in ambition and support for costly (in terms of investment of personal resources) aid programs. Consistent with SQT, which holds that the quest for significance is a universal need that may lead to any type (e.g., violent or prosocial) of extreme behavior in order to satisfy it, we hypothesized that ambitious (vs. less ambitious) people are more motivated to engage in resource-intensive aid programs. In four studies (Total N = 744), both correlational (Studies 1 and 4) and experimental (Studies 2 and 3), we found a significant positive relationship between levels of ambition and support for resource-intensive aid programs; this relationship was mediated by difficulty perceived as important, i.e., the attribution of high value to difficult tasks and goals (Study 4).