New findings in the science of charity reveals some counter-intuitive results. For instance, people will give more money to a single suffering person than to a population of suffering people, and also give more when some type of physical discomfort ? for example, running a marathon ? is involved.
Source: http://www.npr.org/2011/11/25/142780599/why-we-give-not-why-you-think?ft=1&f=1007
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