▲ Charitable Giving Is Social ▼

In light of the devastating earthquakes in Haiti, Jonah Lehrer at The Frontal Cortex discusses a recent study about the cortical mechanics of charitable giving. His point:

The point, then, is that charitable donations aren't purely rational calculations. Instead, our decisions are deeply influenced by the quirky social machinery of the brain, which is influenced by variables like empathy (How close do we feel to the beneficiaries of the good cause?) and the ability to detect agency (Does the charity make us think of other people?). This helps explain the effect I blogged about yesterday, or why abstract appeals tend to be less compelling than concrete examples of individual suffering. When it comes to altruism, specificity beats scope, if only because the decision to give is inherently social.

I think this research also helps explain why social media like Facebook, Twitter, etc. always seem to become extra relevant during crises and disasters. While the platforms were designed to convey social banalities, they can also serve as vessels of empathy, as people forward along the latest reports and most resonant stories. It doesn't matter if the subject is Iranian protests or Haitian refugees - social media makes the tragedy feel closer, more human. And that is what makes the tragedy feel real.

Our primary motivations and systems of emotions are oriented in three domains: Activity, Social Relationship, and Knowledge (ASK is my acronym). Charitable giving is a social activity, if in no other way than a response to the empathy we feel for the victims of the tragedy.

For more discussion on ASK, see:

Peanut Butter: Able, Worth and Wise