The Truths Behind Why People Give
Researchers’ complex findings boil down to a few essential ideas.
The amount people gave was affected by the degree of empathy they felt toward the children. Donations were higher when folks were primed to think of their feelings. The more they were primed to think in an analytical, deliberate way, the less they gave. Feeling beat thinking in dollars donated. What does that mean to you? Appeal to the heart, not the head.
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