Tag Archives: positive reputation

Helping Many People Boosts Social Standing More Than Helping Many Times, Says MU Anthropologist

Research could guide business and political decisions as well as charity work

COLUMBIA, Mo. – A business may build a better reputation as a good corporate citizen by donating $100,000 to ten charities, as opposed to $1 million to one charity, suggested University of Missouri anthropologist Shane Macfarlan. Contrary to earlier assumptions in theoretical biology, Macfarlan’s research found that helping a greater number of people builds a positive reputation more than helping a few people many times. The results of this research can offer guidance to businesses and politicians on how to improve their public images.

“Good reputations are good business. For example, buyers tend to purchase from merchants with numerous positive ratings on internet-based commerce websites, such as Amazon and eBay,” said Shane Macfarlan, post-doctoral anthropology researcher in MU’s College of Arts and Science. “Beyond the realm of commerce, the power of a positive reputation may have influenced the evolution of language and cooperation in our species. In our study, we found that an individual’s reputation improves more after helping a greater number of people compared to performing a greater number of helpful acts for fewer people.” (more…)

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