We donate to charity to feel good about ourselves, but we give more to look good for others

Embargoed until: Publicly released: 2024-03-26 05:00

Australia; NSW; VIC

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Deciding to donate to charity is mostly driven by the warm glow we get about ourselves, but social pressure can influence how much we give, according to Australian research. The study compared people's willingness to donate to charity when another person's eyes were 'watching' them or not. They found that social image concerns do not increase the likelihood that someone will give but they do increase the amount given, with people giving significantly more when they feel they are being watched.