Why we donate to Goodwill

Call me skeptical, but I don't think that altruism is a reason for donating our old stuff (e.g. to charities or other thrift stores). Instead, the main reason is that we hate to put in the trash. It's really to avoid that disutility.

And here is the really interesting part. Since we are donating nonetheless, we take this action of ours and use it to convince ourselves (and possibly others) that we are good people. We tell ourselves that we are doing somebody a favor. And this belief, that we are good people, gives us even more utility. It is self-deception at its finest. No wonder we give so much junk to Goodwill!