DOI: 10.14704/nq.2018.16.5.1326

Analysis of Charitable Donation Behavior Based on Neuroscience

Liang Tang, Shanshan Hou


Charitable donation is the material foundation of philanthropy. This paper systematically reviews and combs the research literature on charitable donation behavior, and finds that traditional economics has bias between altruistic motivation and rational assumption of charitable donation behavior and actual experience observation, so it is unable to accurately grasp the real motivation of human behavior. The theory of cranial nerve science brings a brand-new research perspective to economics. Altruism motivation, warmth effect and reputation motivation have been proved in the research of cranial nerve science, provide important clues to study the development of motivation tendency of charitable donation behavior, and offer unlimited possibilities for further understanding the internal mechanism of economic behavior.


Charitable Donation, Neuroscience, Neuroeconomics, Behavior Analysis

Full Text:



Becker GS. A theory of social interactions. Journal of Political Economy 1974; 82(6): 1063-93.

Greene JD, Sommerville RB, Nystrom LE. An fMRI investigation of emotional engagement in moral judgment. Science 2001; 293(5537): 2105-08.

Harbaugh WT, Mayr U, Burghart DR. Neural responses to taxation and voluntary giving reveal motives for charitable donations. Science 2007; 316(5831): 1622-25.

Hu Y. Recent advances in neuroeconomics. Economic Perspectives 2014; 7: 139-50.

Izuma K, Saito DN, Sadato N. Processing of the incentive for social approval in the ventral striatum during charitable donation. Journal of Cognitive Neuroscience 2010; 22(4): 621-31.

Luo J, Ye H, Wang DD. Motivation of donation, influencing factors and incentive mechanism: a summary of theory, experiment and brain science. The Journal of World Economy 2015; 7: 165-92.

Ma QG, Wang XY. Cognitive neuroscience, neuroeconomics and neuromanagement. Management World 2006; 10: 139-49.

Moll J, Krueger F, Zahn R, Pardini M, de Oliveira-Souza R, Grafman J. Human fronto–mesolimbic networks guide decisions about charitable donation. Proceedings of the National Academy of Sciences 2006; 103(42): 15623-28.

Waytz A, Zaki J, Mitchell JP. Response of dorsomedial prefrontal cortex predicts altruistic behavior. Journal of Neuroscience 2012; 32(22): 7646-50.

Zak PJ. Neuroeconomics. Philosophical transactions of the royal society B: Biological Sciences. 2004; 359(1451): 1737-48.

Supporting Agencies

| NeuroScience + QuantumPhysics> NeuroQuantology :: Copyright 2001-2017