
Have you given blood lately? Donated to a local non-profit? Do you remember the appeal that moved you to open your vein or pocketbook? Odds are, it was a dire message (“Help prevent a needless death”) rather than a cheerful one (“Help save an innocent life”). That’s the key finding from a collaborative study between the Red Cross and researchers at Northwestern and the University of Virginia. The emotional psychology of a charitable call to action has everything to do with its efficacy, authors Eileen Chou and J. Keith Murnighan report, and humanity’s well-documented “loss ... Read More



