New Scientist News - People adjust their generosity to fit in: "People adjust their generosity to fit in
22 January 2005
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Explore: being-human
ARE you selfish or generous? Or do you follow the herd, always giving whatever the majority of people deem appropriate?
Society is a mixture of these three types of character, but most of us are the last type, altering our generosity to fit the societal norm, new research has found. It suggests that governments could prompt huge swathes of the population to become more charitable simply by giving more itself or by providing other benevolent role models"
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