Appealing to rich people's desire to control events is a better tactic to get them to donate to

D
Appealing to rich people's desire to control events is a better tactic to get them to donate to the charity, rather than their community spirit. That's the finding of a psychological study building on previous research which found that the wealthy people value the ability to control the outcome of different events compared to lower-income people.
Donations from high earners were 1.5 times larger when researchers tailored(定制)the words of letters requesting financial support to play on this desire.
Experts from Harvard University wrote to 12,000 alumni of an Ivy League business school—who were earning $ 100,000 (£ 80,000) per year or more—asking them to donate to the school. Two sets of letters were sent out—one saying the “community” needed to take action, while the other called on individual action. The letter were phrased respectively as "Sometimes, one community needs to come forward and support a common goal" or "Sometimes, one person needs to come forward and take individual action”.
Respondents to the second letter gave $ 432 (£ 340) on average compared to the $ 270 (£ 215) average from the first group.
New Scientist Ashley Whillans, who led the research, said, "We think that giving high-income earners a sense of control makes them want to give more.”
32. What is the finding of the psychological study?
A. Community spirit is more important in getting donation.
B. Meeting wealthy people's desire of controlling events can get more donation.
C. Wealthy people do not care about their community spirit at all.
D. Lower-income people are more likely to control the result of events.
33. What does the underlined word them refer to in the third paragraph?
A. experts. B. letters.
C. events. D. alumni.
34. According to the passage, which of the following messages can get more donation?
A. Your help can benefit the blind boy.
B. Let's take action for a common goal.
C. It's necessary to help the blind boy.
D. Our community works together to help the blind boy.
35. The author writes the passage in order to__________.
A. assist the poor to lead a meaningful life
B. stress the impact of the rich's controlling desire on donation
C. appeal to more people to focus on the poor's feeling
D. persuade the rich to donate more to the charity
【答案】32. B    33. D    34. A    35. B
【解析】