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Knowledge@Wharton: Hearts, Minds and Money: Maximizing Charitable Giving

I think people want to support causes for which they feel a personal connection and think it’s morally appropriate to do so. They think that this is the right way to choose charities. It’s not that charity is something for which there’s an objectively better answer. They think of it in much more of a subjective sense — similar to what kind of food you prefer. Do you prefer to eat Italian food or sushi? Are you a breast cancer person or are you a lung cancer person?” Read more at Knowledge@Wharton