Ninety-six second and third grade children were exposed to one of six types of videotaped models. Children witnessed an adult female practice either charitable or selfish behavior. One-third of the subjects in each group heard the model exhort either charity or greed or verbalize normatively neutral material. Following this exposure, half the children within each group received social reinforcements from the model for responses minimizing material rewards, while the other half obtained no social rewards. An interaction of model's practices, preachings and social reinforcements was found: the model who practiced and preached charity and rewarded self-denial responses elicited the greatest number of such responses from the children. The model who preached and practiced charity but did not reward it, elicited the least number of the responses. Children's judgments of the model's niceness were determined by the model's preachings and practices, not by the rewards. (Author)