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Charitable giving and the martyrdom effect
13:58, Wed 26 Sep 2012
Dr Annette Rubery from the Knowledge Centre interviews Dr Christopher Olivola: a Newton International Fellow in the Behavioural Science Group at the Warwick Business School (WBS). He has undertaken research into why people are inclined to give more money to charity when the fundraiser's mode of fundraising involves pain or effort. He calls this the "Martyrdon Effect".
(MP3 format, 15 MB)