Not getting enough charitable donations? Try having people to touch sandpaper before you ask for money. A new study shows that touching rough surfaces triggers the emotion of empathy, which motivates people to donate to non-profit organizations.
“We found that when people were experiencing mild discomfort as a result of touching a rough surface, they were more aware of discomfort in their immediate environment,” said Chen Wang, an assistant marketing professor at Drexel University in Pennsylvania. “They could better empathize with individuals who were suffering.”