The Truths Behind Why People Give
Researchers’ complex findings boil down to a few essential ideas.
Giving is a social act
Since we're all social creatures who are well-versed in peer pressure, it shouldn't come as a surprise that we're all about keeping up with the Joneses even when it comes to philanthropy.
Researchers Richard Martin and John Randal showed this when they placed a clear donation box in a museum. They watched visitors to see when they were most likely to give. They tried sparsely filling the box, and they tried stuffing the box. They played with filling it with big bills versus coins. Then they carefully noted what happened.
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