This article examines how altruism and self-interest are linked in human generosity, and what social scientists can learn from this linkage. The origins of generosity are explored by combining biological, psychological, anthropological and sociological evidence. Kinship altruism, reciprocal altruism, ‘strong reciprocity’, cultural norms and gene-culture co-evolution prove to be major explanations of the evolution of cooperation in human beings. Empirical research shows that human generosity is selective: kin and close relatives are favoured over others. Moreover, generosity generates its own rewards and is therefore again selective: the more you give, the more you receive. The selectivity of generosity reveals its evolutionary origins.
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