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.