The Truths Behind Why People Give
Researchers’ complex findings boil down to a few essential ideas.
TRUTH No. 2
Giving is personal
The closer we feel to a cause, the more likely we are to give. Just how much do personal connections influence giving?
That's the question researchers Rebecca Ratner, Min Zhao and Jennifer Clarke have explored. They found that when people have a personal connection to a cause (or know someone who does), it can lead them to be more supportive.
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