Better Giving Through Chemistry

Hat Tip to the gang from the Marketing & Strategic Innovation Blog for this one.

There is more proof that the hormone Oxytocin is an important factor in social behavior - and more specifically, giving.

According to Paul Zak, a professor of economics and director of the Center for Neuroeconomics Studies at Claremont Graduate University in Californiahas, studies now show that subjects who inhaled oxytocin gave away 80% more money than subjects who inhaled a placebo.

Researchers found that when participants were given oxytocin through a nasal spray, participants playing the ultimatum game were 80 percent more generous in their offers to split the money.

“People left the lab with less money,” said Zak. “But they weren’t necessarily unhappy.

Here is the full post .

Zak’s work is another big leap forward in the effort to help us better understand the motivation behind charitable giving.  And there are certainly implications for both for-profit and non-profit leaders seeking better ways to interact with their buyers or donors.

-- Brian Reich, Former Director of New Media


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