Wealthy People Give to Charity for Different Reasons Than the Rest of Us

What motivates people to give to charity? Surprisingly, the most obvious answers to this question have been difficult to prove. For example, having a desire to give is often not enough: Many people who express a strong intention to make charitable donations often fail to follow through on their intentions. The research is also mixed on whether people with more money are more likely to give it away. While some studies suggest that wealthier people are more likely to donate money, other studies do not.

A recent paper by psychologists Ashley Whillans, Eugene Caruso and Elizabeth Dunn suggests a potential new explanation as to what motivates people to give to charity. When a donation request resonates strongly with our self-image, they argue, we are more likely to feel charitable. Across three studies, they found that people who earn less money are more likely to donate to charity when presented with a request that emphasizes social connection and community. In contrast, wealthier individuals are more likely to give money when presented with a request that appeals to their sense of independence and self-reliance. Whether you behave selfishly or generously may depend less on what you have and more on whether a request for help fits with how you see yourself.