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

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