10 . This question has fascinated behavioural scientists for decades: why do we give money to charity?
The explanations for charitable giving fall into three broad categories, from the purely altruisic (利他的)— I donate because I value the social good done by the charity. The “impurely” altruistic— I donate because I extract value from knowing I contribute to the social good for the charity. And the not-at-all altruistic— I donate because I want to show off to potential mates how rich I am.
But are these motives strong enough to enable people to donate as much as they would want to? Most people support charities in one way or another, but often we struggle to make donations as often as we think we should. Although many people would like to leave a gift to charity in their will, they forget about it when the time comes.
Many people are also aware that they should donate to the causes that have the highest impact, but facts and figures are less attractive than narratives. In a series of experiments, it was found that people are much more responsive to charitable pleas that feature a single, identifiable beneficiary(受益者), than they are to statistical information about the scale of the problem being faced. When it comes to charitable giving, we are often ruled by our hearts and not our heads.
The good news is that charitable giving is contagious—seeing others give makes an individual more likely to give and gentle encouragement from an important person in your life can also make a big difference to your donation decisions— more than quadrupling them in our recent study. Habit also plays a part— in three recent experiments those who volunteered before were more likely to do donate their time than those who had not volunteered before.
In summary, behavioural science identifies a range of factors that influence our donations, and can help us to keep giving in the longer term. This is great news not just for charities, but also for donors.
1. What can we learn about people who do charitable giving?
| A．Most people support charity as often as they think they should. |
| B．Some people don’t want to leave a gift to charity until the time comes. |
| C．Those who donate because they can gain an advantage are purely altruistic. |
| D．Some people send money to charity simply to tell others they are wealthy. |
2. In which way will people donate more willingly?
| A．Not revealing the names of the donors. |
| B．Showing figures about the seriousness of the problem. |
| C．Telling stories that feature a single, recognizable beneficiary. |
| D．Reminding people to write down what to donate in the will in advance. |
3. What does the underlined sentence in paragraph 5 mean?
| A．People will learn from others and follow the suit. |
| B．Many people are familiar with charitable giving. |
| C．Charitable giving helps the beneficiary in all aspects. |
| D．Charitable giving can bring a lot of benefits to donors. |
4. What is the writing purpose of the passage?
| A．To persuade more people to donate. |
| B．To explain the science behind why people donate. |
| C．To criticize some false charitable giving behaviours. |
| D．To explore approaches to making people donate more. |
