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Not all actions are driven by self-interest
The study to increase donations above current levels does not deny that some people are giving out of altruism, but rather that an appeal to self-interest is effective.
In an ideal world, charity is its own reward. In this world, it helps to remind people that they can feel wonderful after donating to a cause.
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Charities to appeal to self-interest of donors
A study found that people are more willing to donate when a charity appeals to the benefits the donors will receive than to altruism.
Researchers mailed postcards encouraging randomly assigned families to donate money to charity. The postcard either highlighted the ben...
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Guilt and pleasure
The connection between guilt and pleasure could be powerful for marketers. Appealing to a negative attribute that is connected to pleasure can be more effective at persuading people than directly talking about positive attributes.
We may think our choices are rational, but...
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