1. They empathize with servers and want to help them out.
2. They want to reward good service.
3. They hope to ensure quality future service.
4. They seek to increase social esteem with the server and other onlookers.
5. They feel obligated to obey social norms.
A separate study examined why we tip certain occupations over others. Lynn found that consumers are more likely to tip workers in jobs where:
- The customer can more easily evaluate a worker’s performance than a manager.
- The worker provides a customized service.
- The employee appears to have low income, skill and needed judgment.
- The service provider is less happy than the customer during the exchange.
Restaurant servers and ride-hailing service drivers (like Uber and Lyft), for example, tailor their approach to the customer’s individual needs. One group of customers might want to talk extensively with the server or driver, while other customers prefer as little interaction as possible. Tipping, economists say, is an efficient way to reward good service in these kinds of roles.
“The customer knows whether their wishes are being met,” Lynn said.
Lower-income service workers are more likely to be tipped than higher-paid workers, presumably because customers have greater empathy for them. Restaurant servers who develop “social rapport” with the customer — such as introducing themselves, smiling and getting on eye level with the customer — increase their tips.
Workers are generally more likely to get tipped in settings where the customer is happier than they are. This builds off anthropologist George Foster’s theory that tips are used to neutralize a server’s envy of the customer and encourage them to provide a good experience.