Posted on 8th August 2008
New research suggests that men are more likely to donate to charity when in the presence of women they find attractive.
Researchers from Oxford and Kent universities asked volunteers to play a series of games that earned them up to £24. They were then asked if they would like to donate some of the earnings to charity, either being observed by women, by men or when alone. Volunteers were unaware of the purpose of the study.
Men donated between 50% and 100% of their earnings when a woman was in the room, and were most generous when they found the woman attractive. When unaccompanied or observed by another man they donated less than 40%. Female volunteers consistently donated an average of 40% regardless of who observed them.
Professor Robin Dunbar, of the Institute of Cognitive and Evolutionary Anthropology at Oxford University, led the study. He told the Telegraph, “Buying presents to impress women has been a key part of mating rituals in humans for some time, but it appears that it is the act of generosity rather than the gift itself which is being used as a mating signal.... Generosity could be a way for men to show their suitability in a relationship and help in rearing offspring.”
The research reflects findings in Philanthropy UK’s recent report, ‘Women & Philanthropy: Inspiring women, inspired giving’. Susan Mackenzie, director of Philanthropy UK, told the Telegraph, “Women just tend not to advertise their philanthropy as much as men.”
The report highlights how men frequently have a higher profile in the media than do female philanthropists, suggesting that societal perceptions of men and women’s roles have a very real impact on giving.
Philanthropist Dame Stephanie Shirley commented in the report, “Givers, speaking especially for women, care about the issues and are ‘care-ful’ about them. A man typically might ask ‘What does society expect a man in my position to do?’ and ‘What recognition will I get out of it?’ Women seem less interested in these fripperies and perhaps focus more on ‘How can I make the most difference?’”
