Then both groups were given the Rokia letter. And, confirming the researchers’ theory, the analytically primed people gave less. When people were primed to feel before they read about Rokia, they gave $2.34, about the same as before. But when they were primed to calculate before they read about Rokia, they gave $1.26. These results are shocking. The mere act of calculation reduced people’s charity. Once we put on our analytical hat, we react to emotional appeals differently. We hinder our ability to feel.
