Making sense of giving cents: Social evaluations in charitable giving

Kristina K. Castaneto and Lara B. Aknin

Chapter 18 in Research Handbook on Social Judgment, 2026, pp 304-316 from Edward Elgar Publishing

Abstract: Daily life provides countless opportunities to help others in need. From street canvassers to targeted emails and friends’ personal requests, people are often asked to engage in charitable giving, a common generous act in which someone provides a voluntary financial contribution to a charity or non-profit organization. Charitable giving has been shown to provide benefits for givers and recipients, so what motivates this behavior? Here, we explore this question through the lens of social evaluations. First, we discuss how self-perceptions influence whether and when people give. Next, we consider how perceptions of a beneficiary influence charitable giving. Finally, we examine how people evaluate other donors, including those who give with selfish or selfless motives, as well as how one feels after observing a kind or charitable act. We conclude by summarizing some key messages from the literature to offer valuable strategies for how charities and other beneficiaries can form their appeals to increase support for their cause.

Keywords: Charitable Giving; Charitable Appeals; Prosocial Behavior; Social Evaluation (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035332533
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