Someone helping others out, because he likes the social affirmation he was taught to associate with it, is doing so because he originally liked the social affirmation and has grown to expect it, no different from the bell chiming for the Pavlovian dog. I still like people helping me out for doing so, but that doesn't mean they don't do so for selfish reasons (maybe they like me liking them) and/or having been conditioned.

“So which of these two is the actual altruist? Whichever one actually holds open doors for little old ladies.”