To give or not to give. That is the question.

As I walked home from work Friday afternoon, I stopped by a corner market in the Lower East Side to buy a cucumber (I know, very random). When I went to the counter to pay, there were two people in front of me in line – a man in his late 30s and a little old woman, amidst a transaction.

The old woman only had a few vegetables – tomatoes, cabbage, and squash – and the bill totaled a mere $4.06. When the cashier totaled the items, the old women struggled to find enough money to pay.

Everyone has felt the effects of the recession, but some are hit more profoundly than others, especially the low income and elderly. Young people constantly gripe about the taxes being removed from their paychecks for social security, especially since my generation will likely never receive social security benefits. However, despite government money, social security money is, in many cases, insufficient. The average monthly social security benefit for a retiree is $1,160.20 and only $571.90 for a spouse. This, at first glance, may seem sufficient to cover expenses if you live in suburbia, but in New York City, that would not even cover my rent. Granted these numbers are only an average,* but keep in mind, the payments are based on workers’ actual salaries, so low income people receive benefits lower than the national average.

What happened to the little old woman? Did she find another dollar? Here’s what happened: the situation was awkward. I could obviously afford my 59 cent cucumber, and the guy in front of me only had a Vitamin Water and V8. The cashier also looked uncomfortable as the women dug into her purse. As the four of us stood there, the cashier motioned to the man in front of me to put down is drinks, so that she could ring them up. As she did, the man chivalrously told the cashier to add the woman’s groceries to his bill (and who says that all New Yorkers are mean?). I know that the bill was only $4.06, but the moment of generosity was very refreshing to witness. The old woman, needless to say, was absolutely floored and could not believe what just happened. The cashier had a smile on her face so wide that it was as if she witnessed a miracle – all from $4.06.

Watching this scene take place got me thinking. Would this outcome have happened in a variety of situations? To what total would the man have been willing to pick up the check? Did it matter that she was a woman? Did it matter that she was old? Would he have felt differently if she purchased a box of pasta or a candy bar or did he assume since her purchase consisted only of a few vegetables that she was truly in need? What makes someone give money? Possibly, the location made it more conducive to giving. In fact, his wallet was already out – it was quite simple to do.

I pass numerous musicians and homeless people on a daily basis. I like helping others, but it would be unrealistic for me to stop and give money to everyone who asks for it. However, I do find the people fascinating. Living in a very creative area of town, many people sitting on the sidewalk asking for money are playing music or singing. Some simply ask for money, others for a cup of coffee. And of course, there is the man with a cardboard sign with a hand-drawn marijuana leaf who shouts, “can’t you help a brother out?”

Maybe it was because the women did not ask for help or money that it made people want to help her. Honestly, if the man hadn’t offered to pay, I would’ve. Unless the woman was a criminal mastermind scamming people $4 worth of vegetables at a time (which I highly doubt is the case), it appears logical that she was just a normal person living check to check. I have a confession: as I see people sitting on the street, I secretly wonder if they are still living with there parents in a nice apartment, eating free food from the refrigerator, but are just too high to get a job and instead just sit on the sidewalk and play the guitar. Of course, I have never asked. They might tell me though if I did

The point is – everyone gives for a reason. After all, the market is driven by incentives, even if the incentive is a feeling – making someone feel good for helping another. I am not sure that people could accurately articulate what makes them give money or food to a certain person or charity, but I am positive that there is an underlying reason – a reason in which marketers would love to discover.

*All figures are from: http://www.ssa.gov/policy/docs/quickfacts/stat_snapshot/