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The June 2010 issue of Psychology Today asked whether altruism is really just a way of helping yourself...

"January's earthquake in Haiti sparked enormous generosity worldwide.  Neuroscience research suggests that this outpouring of altruism occurred — at least in part — because helping others feels good.  For example, 'reward centers' in the brain are activated both by treating ourselves (with chocolate, for example) and by giving to others.  But if selfless and selfish activities are both pleasurable, is donating to charity any different to the brain than, say, getting a massage?  A new study from Caltech provides an answer.  When individuals give to charity, not only are reward areas activated, but so are areas involved in paying attention to the thoughts and emotions of other people.  Their interaction suggests that the pleasure that we feel when giving depends on thinking how others feel."

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