A study from Tel Aviv University reveals an intriguing link between how we feel about our appearance and our generosity. When people believe they look better—whether through a fresh haircut, a polished selfie, or even just imagining themselves at their best—they are more likely to behave kindly and are twice as likely to donate to charity.
The researchers suggest this happens because feeling attractive increases self-awareness. “When we think we look good, we feel as though we’re in the spotlight,” they explain. “That heightened sense of attention motivates us to act in socially conscious ways.”
Feeling good
The findings challenge criticisms of the so-called “selfie generation.” While some view the obsession with appearance and social media curation as superficial, the study reveals a potential upside: the feel-good effects of looking good can ripple outward, inspiring prosocial behavior.
To test this theory, the researchers ran a series of experiments, both in labs and online. In one lab study, participants were asked to enhance a selfie using a digital filter, while a control group enhanced a photo of an object. Afterward, both groups were given cash payments and the option to donate part of it to charity. Those who enhanced their selfies donated up to twice as much as those in the control group.
Another experiment took place on Facebook. Users were directed to one of two questionnaires: one focused on architecture and the other designed to prompt respondents to imagine themselves looking their best, such as dressed up for a formal event. At the end of the survey, a donation link appeared. About 7% of those who completed the “beauty” questionnaire clicked on the donation link, compared to just 2% of those in the control group—far above Facebook’s average click-through rate of 0.9%.
Doing good
Until now, most research has focused on the appearance of fundraisers or donation seekers, showing that attractive individuals tend to collect more donations. This study flips the focus to the donor’s appearance, revealing a novel factor in charitable behavior. The researchers suggest leveraging these insights by partnering with beauty salons, cosmetic brands, or hairdressers to encourage generosity as part of charity campaigns.
The findings also offer a counterpoint to society’s mixed messages about beauty. While the emphasis on physical appearance is often criticized, this behavior may have unintended benefits. “Our results suggest that self-focused behaviors can produce positive spillovers,” the researchers note. “When people feel good about themselves, they often channel that energy into acts that benefit others. It’s a social mechanism that helps create balance, turning individual gains into collective good.”
