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Matthew
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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, by Rory Sutherland

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The ‘rational’ envelope in fact reduces donations by over 30 per cent compared to the plain control, while the other three tests increase donations by over 10 per cent.
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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
by Rory Sutherland
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