When Do Ads Become Too Deceptive?
There’s a reason charity advertisements often revolve around a specific person: an upsetting picture or story is more likely to elicit donations than are statistics or depictions of a group’s collective plight. Psychologists refer to our tendency to open our hearts and wallets wider for specific people than we do for generalized ones as the “identifiable victim effect.” Yale SOM’s Deborah Small, who studies the areas where consumer choice, moral…

