Tom Dekan

One close friend of mine is often stopped by charity salespeople when walking around his town.

As human adverts, these charity salespeople are much more mentally costly than most online ads. Rejecting a real human, particularly in the guise of helping others, is much more emotionally costly than ignoring a banner ad.

My friend pays for a premium experience walking around his town. To avoid the mental cost of rejecting these salespeople, and instead feel a positive, my friend donates to all of them.

When he is then approached, he simply and honestly tells these people that he already donates to the charity that they are selling. He glides past frictionlessly and happily.