The Psychology of Generosity: Why We Give During Holidays

Sources: 

A.L. Torres Armenteros et al. (2015). “José Martí: Paradigm of Generosity.” Humanidades Médicas 15 (2). D.A. Ortiz (2022). “¿Por qué somos más felices con la filantropía? La neurociencia lo explica.” Tec Science. Tecnológico de Monterrey.M. Weiss-Sidi & H. Riemer. (2023). “Help Others—Be Happy? The Effect of Altruistic Behavior on Happiness Across Cultures.” Frontiers in Psychology 14. S. Lyubomirsky (2007). The How of Happiness. A Scientific Approach to Getting the Life You Want. Penguin. S.Q. Park et al. (2017). “A Neural Link Between Generosity and Happiness.” Nature Communications 8. T.C. Rodríguez (2011). “El concepto de gratitud desde una perspectiva psicológica.” Revista de Psicología 13 (1). 

Generosity is giving without waiting for something in return, helping others selflessly, just out of love, kindness, or a desire to help. In a way, it is a form of being good to others.

The word “generosity” relates to magnanimity and nobility of spirit. Examples of generosity are when you listen to someone, even when busy. Dedicating time to a person is an act of kindness.

This value consists of giving oneself to others and sharing, as well as putting one’s skills and traits at the service of others through noble actions—helping. When you give and help selflessly, awaiting nothing in return, it is held in higher esteem. Some of the most valued acts of kindness are those performed without direct instruction or request.

Generous people help whenever they can, all year long, without request. However, the psychology of generosity is directly linked to the end-of-year festivities because it is a time when we gather with our families and friends to share and “give” to each other. This can involve sharing affection, laughter, and compliments. It goes beyond material gifts. For example, if you dedicate part of your time to help a coworker achieve their goals, you are naturally generous!

Generosity and Gratitude

Generosity is also linked to gratitude. When it comes to spirituality and transcendence, gratitude is regarded as a virtue and a strength. It involves recognizing the value of the actions others undertake for us and encompasses the desire to reciprocate.

This way, gratitude is perceived as a positive response, a feeling that arises whenever we are given something, reflecting the intention that good deeds need to be rewarded. This, of course, occurs when the source of gratitude is something welcomed and held in high regard. However, recognizing and appreciating a person who has helped us does not imply that we are in debt. Although many suggest that gratitude and a sense of indebtedness are equivalent, gratitude transcends an economic transaction or a debt because we understand that the generosity leading to gratitude is not performed as an exchange.

The Psychology of Generosity

The psychology of generosity focuses on understanding the motivations and benefits of the altruistic acts performed by human beings. Multiple studies suggest that being generous triggers brain areas associated with reward, such as the nucleus accumbens, which releases dopamine and generates a sense of relief. Being generous literally makes our bodies feel good.

If we reinforce generous behavior and turn it into a virtuous circle, we will experience emotional and physical benefits, such as reduced stress, stronger social connections, and, in some cases, even a longer life. From an evolutionary perspective, generosity is a behavior that has fostered cooperation and strengthened bonds in societies for thousands of years, which are essential for survival. In other words, the human species exists today thanks to generosity!

Why Do We Give During the Holidays? 

The reason behind “giving” during the holidays is simple. The end-of-year festivities are filled with moments in which we give gifts and offer ourselves to others in many symbolic ways. We find moments of connection, renewal, and gratitude; these concepts are deeply embedded in our culture and emotions. All the rituals of gift-giving and acts of kindness in our community reflect a desire to strengthen social bonds, demonstrate affection, and foster unity in the things we share. Moreover, the festivities trigger a collective sense of belonging and responsibility in our brains and spirits, leading to solidarity and a desire to share. 

So, there you have it: giving to others during the holidays is a source of physical and emotional well-being that reduces loneliness and instills feelings of purpose in life, ultimately leading to happiness.