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The Why Axis

Hidden Motives and the Undiscovered Economics of Everyday Life
Feb 13, 2016JLMason rated this title 3.5 out of 5 stars
An easy read on various field studies designed to identify what conditions motivate people to behave in certain ways. Of most interest were the two chapters on charitable giving. I have seen their findings applied by charities in how they structure and communicate campaigns. The book also provides cautionary examples about badly designed incentives, which result in the opposite of the desired behaviour. It concludes with a chapter about how we can motivate people in our lives to behave in desired ways and how we can conduct our own field studies, but I think this would require careful thought and extreme discipline!