Loving this campaign by Dulux. It’s called Own A Colour and allows people to buy one of 16.7 million colours for just £1. All the money raised goes to helping to transform childrens’ lives.
Those aren’t the reasons we like to think of ourselves as donating, but experimental research on charity tends to support the notion that donating and thinking occupy separate realms. Jonathan Baron, a psychologist at the University of Pennsylvania, asked a group of participants which charity they’d rather give to: one that achieved its goals so efficiently that it could spend 20 percent of its money on advertising, or one that required more money to do the same amount of good, and thus spent less on promotion. Though the first charity was technically more efficient, people tended to favor the latter: What mattered to them was seeing more of their own money at work, Baron concluded, rather than the amount of good it did.
Fascinating review of studies on why we give to charity, one of psychology’s most enduring mysteries. Related, the story of George Price and his quest for the origins of altruism. (via)
(via curiositycounts)
Source: bostonglobe.com
