The Blonde Effect

By: James Steiner
By: James Steiner

Marketers have long known the power of a pretty face. But new research into the economics of charitable giving says people are just as apt to open their wallets for a chance to win a prize.
When it comes to giving, the so-called "blonde effect," is
just as effective as the "lottery effect."
Those were some of the findings of a study co-authored by
Michael K. Price, an assistant professor of resource economics at
the University of Nevada, Reno.
The study, to be published next month in the "Quarterly Journal
of Economics," will be featured tonight (Friday) on ABC's
"20/20," which replicated the test in Chicago for the news
program.


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