If you allowed people to tick a box on their income tax form whereby they paid 1 per cent extra to improve healthcare, many people would happily do so. And if you then gave them a car sticker to display the fact that they had paid more, as the Romans effectively did, even more people would join in. How would that be a bad thing? And yet, for some reason, government institutions and businesses seem to shy away from such solutions. Perhaps they think of them as cheating; maybe they are cheating, but the fact remains that, if emotional responses have such an influence on our brain, we have no
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