Psychology says people who like to do charity every now and then aren't necessarily trying to build a public image or prove that they are selfless. Their decision to give can come from different reasons that change with each situation. A person may donate after seeing someone facing a specific problem, hearing a personal story or receiving a direct request for help. Another person may give because helping others matches their personal values. Giving can also create an internal sense of satisfaction. This is linked to the warm glow effect, where helping someone can produce a positive emotional response in the giver.
