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1、Lookinggoodbydoinggood[Jan15th2009]EconomicsfocusLookinggoodbydoinggoodJan15th2009FromTheEconomistprinteditionRewardingpeoplefortheirgenerositymaybecounterproductiveIllustrationbyJacDepczykALARGEplaqueinthefoyerofBoston’sInstituteforContemporaryArt(ICA),amuseumhousedinadramaticglassandmetal
2、buildingontheharbour’sedge,identifiesitsmostgenerouspatrons.Visitorswhostoptolookwillnoticethatsomedonors—includingtwowhogavetheICAover$2.5m—havechosennottorevealtheirnames.Suchreticenceisunusual:lessthan1%ofprivategiftstocharityareanonymous.Mostpeople(includingthevastmajorityoftheICA’spatr
3、ons)wanttheirgooddeedstobetalkedabout.In“Richistan”,abookonAmerica’snewrich,RobertFrankwritesoftheseveralsocietypublicationsinFlorida’sPalmBeachwhichexistlargelytopublicisethecharityofitswell-heeledresidents(atleastbeforeBernardMadoff’sallegedPonzischemeleftsomeofthemwithlittlelefttogive).A
4、sitturnsout,thedistinctionbetweenprivateandpublicgenerosityishelpfulinunderstandingwhatmotivatespeopletogivemoneytocharitiesordonateblood,actswhicharecostlytothedoerandprimarilybenefitothers.Suchactionsarewidespread,andgrowing.The$306billionthatAmericansgavetocharityin2007wasmorethantriplet
5、heamountdonatedin1965.AndthoughabigchunkofthiscomesfromplutocratslikeBillGatesandWarrenBuffett,whosephilanthropyhasattractedmuchattention,modestearnersalsogivegenerouslyoftheirtimeandmoney.A2001surveyfoundthat89%ofAmericanhouseholdsgavetocharity,andthat44%ofadultsvolunteeredtheequivalentof9
6、mfull-timejobs.Taxbreaksexplainsomeofthekindnessofstrangers.Butbynomeansall.Economists,whotendtothinkself-interestgovernsmostactionsofman,areintrigued,andhaveidentifiedseveralreasonstoexplaingooddeedsofthiskind.Taxbreaksare,ofcourse,oneofthemainones,butdonorsarealsosometimespaiddirectlyfort
7、heirpains,andthemerethoughtofathank-youlettercanbeenoughtopersuadeotherstocoughup.Someevenactoutofsheeraltruism.Butmostinterestingisanotherexplanation,whichisthatpeopledogoodinpartbecauseitmakesthemlookgoodtothosewhoseopinionstheycareabout.Economistscall
