The construction of trust: how people put their faith in charities
You need a new top. You go to a big online retailer, find one you like, and place your order. When it is delivered, you check the quality, the size, and if it makes you look good; if it doesn’t pass these tests, you send it back for a refund. Now you want to make a donation to charity. Unlike when buying a top, you don’t receive anything tangible for your money. You simply have to trust the charity to make a positive impact with your donation.