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  • People cooperate because it looks good
  • People cooperate because it looks good
    Korea Net (2014) ©
SIGNAL

People cooperate because it looks good

A classic approach for encouraging cooperation is to alter the personal cost; for example, increasing the material incentive – like giving a person some cash – for doing the right thing. But this often doesn’t work. What does work, research shows, is linking a person's actions to their identity.

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