Abstract
This research examined the relationships between charitable motivations, social reinforcement for charitable behaviors, attitude toward charity, donation intentions, and satisfaction with life. The bandwagon effect was a moderator. While the charitable motivations (functions) of protective, social, and enhancement had a positive impact on social reinforcement of charitable behaviors, the charitable function of values (i.e. altruism) had a negative impact. Social reinforcement of charitable behaviors led to more positive attitudes toward charity and in turn more positive outcomes in terms of satisfaction with life and donation intentions. The bandwagon effect strengthened the negative relationship between the values motivation and social reinforcement.