A second cause for our suspicion that gratitude might reduce
materialism is an evolutionary analysis of gratitude and its
functions. Since Trivers (1971), evolutionary theorists have suspected
that gratitude functions as a signal and reinforcer of
strong, beneficial social connections. Humans experience gratitude
because this emotion helps us to know to whom we should
turn in future times of need and because it motivates us to treat
our benefactors with kindness in the future. In other words,
gratitude alerts us that there are people out there with our wellbeing
in mind and it motivates us to deepen our own reservoirs
of social capital through reciprocation. And indeed, the existing
research shows that grateful people do tend to reciprocate
favors (Tsang, in press) and that they tend to be more generous
and supportive of people in their lives (McCullough et al.,
2002). As a result, we suspect that grateful people do not simply
perceive more social support in their lives: We think they really
do have more social support. Because of these large reservoirs
of social support, grateful people may not be plagued by the
insecurity that materialistic striving is often intended to alleviate.
Thus, grateful people may spend less of their time striving
after wealth and material possessions and more of their time on
more meaningful pursuits, such as leading a life of purpose and
cultivating quality relationships.