One of the big challenges in life is being content with ourselves and our work without needing others to notice the good things we have done. As social creatures we want acknowledgement, praise, and approval from our fellow humans, so simply being good or doing good on our own doesn’t seem to satisfy us in the way we need. We all recognize and understand that we should be content without someone patting us on the head to tell us good job, but nevertheless, we pursue social approval all the time.
Kevin Simler and Robin Hanson look at this type of behavior within our charitable donations in their book The Elephant in the Brain. They write, “Griskevicius calls this phenomenon blatant benevolence. Patrick West calls it conspicuous compassion. The idea that we’re motivated to appear generous, not simply to be generous, because we get social rewards only for what others notice. In other words, charity is an advertisement, a way of showing off.”
As a child, I used to seek approval and gratitude from my mother in a similarly conspicuous way. If I did a chore like vacuuming, I would leave the vacuum out so that my mother would see that I did something. She would tell me to put the vacuum away and be a little frustrated, but at least I could be sure that she knew that I did something good.
These direct appeals for attention, praise, and recognition are frowned upon. We don’t like the person at the gym water fountain who over-plays how out of breath they are and tells us how hard that last set of squats with all that weight was. We don’t like the person in the office that goes out of their way to show us how long the report they wrote was. As adults, it is harder to get away with obvious gestures that are designed to get people to notice the good things we do.
Our charitable uses of money or time are a way to get around this. We can publicly donate a large amount of money, we can save our money for donations in public settings such as charity auctions, and we can make sure that everyone sees our Facebook photo about how blessed we feel to be able to give back by volunteering. As long as it appears that our main motive is to do something good, we can get away with the same type of bragging or showing off that I did as a child when I made it super obvious that I had done my chores.
Visibility. We give more when we’re being watched.
Peer pressure. Our giving responds strongly to social influences.
Proximity. We prefer to help people locally rather than globally.
Relatability. We give more when the people we help are identifiable (via faces and/or stories) and give less in response to numbers and facts.
Mating Motive. We’re more generous when primed with a mating motive.