Giving Pyramid

We found eight distinct cases of hemispheric flip in direct-mail fundraising. Hemispheric flip is when the sides of the brain are incorrectly deployed: What should be rational decisions are made emotionally ... and vice versa.

At Crazy Jose's Mexican restaurant recently, a friend and I did a fine job of scarfing down respectable portions of our meals. But the gut-busting CJ's Special — two cheese enchiladas, a tamale, beef taco, bean chalupa, chile con queso, chips and guacamole served with Spanish rice and refried beans — was a bit much for either of us. So we wound up requesting doggie bags.