In the society where you live would it be more likely for you to spend $20 on your pets food or grooming or $5 to a homeless stranger? I just watched a documentary about some people that had moved to Manchester from a remote place in Africa, they said that seeing homeless people made them exceptionally sad becuase in Africa if someone as now home then all the residents will help you build your own home. They then with the person looking after them to watch their dog get groomed, they spoke of how this confused them as they though some things in British culture were back to front such as caring more for pets than fellow humans.