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About this Book:
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This book (fourth edition) provides a description of published research findings on donating behavior. You will have some information about what techniques may work, and what techniques may not work. In the epilogue, I propose that there are six principles that may explain a significant number of the findings described in this book. These are the credibility principle, the self-image principle, the fairness principle, the value principle, the attention principle, and the identification principle.
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