A study conducted by a group of neuroeconomists from the University of Zurich found that people who showed generosity were happier than people who acted in a selfish way. In fact, they found that if people were even a little bit generous, they still experienced a pleasant feeling. The researchers measured activity in areas of the brain linked to contentment and generosity. Interestingly, the feeling of happiness that one experiences when giving has been termed a “warm glow.”