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Using psychological copy to get people to donate more

David deSouza

Dead people can not benefit from disaster relief. The people who really need the help are the ones who are still alive after a disaster.

When deciding how much to donate, people base their contribution on the number of people killed not the number of people who have been affected and who are still alive.

This donation bias can be reversed, however, with a simple change in terminology.When the researchers swapped the term "affected" with the much less ambiguous term "homeless,".

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