June 27, 2013

Helping Many People Boosts Social Standing More Than Helping Many Times, Says MU Anthropologist

Research could guide business and political decisions as well as charity work

A business may build a better reputation as a good corporate citizen by donating $100,000 to ten charities, as opposed to $1 million to one charity, suggested University of Missouri anthropologist Shane Macfarlan. Contrary to earlier assumptions in theoretical biology, Macfarlan’s research found that helping a greater number of people builds a positive reputation more than helping a few people many times. The results of this research can offer guidance to businesses and politicians on how to improve their public images.