For purposes of contrast, Professor List and his team then increased the attractiveness of the woman who asked for the money. The more attractive women (a "one standard deviation increase in attractiveness," in statistical terms) had as big a positive impact on giving — in the range of 50 to 100 percent — as moving from the least successful fund-raising method to the most successful.
Investing in Good Deeds Without Checking the Prospectus — NY Times, 15/06/2006
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