I found an interesting piece in the NY Times Magazine on What Makes People Give + what really intrigued me is the 'Warm Glow' theory (translation: In the warm-glow view of philanthropy, people aren’t giving money merely to save the whales; they’re also giving money to feel the glow that comes with being the kind of person who’s helping to save the whales.)
I think James Andreoni was spot on. He is right.
Useful link:
http://econ.ucsd.edu/~jandreon
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