Richard Wiseman, a psychologist, and his team inserted one of four photographs behind a clear plastic window inside, showing either a smiling baby, a cute puppy, a happy family or a contented elderly couple. Some wallets had no image and some had charity papers inside.Hundreds of wallets were planted around the city and the result was that the
baby photograph wallets had the highest return rate, with 88 per cent of the 40 being sent back. Next came the puppy, the family and the elderly couple, with 53 per cent, 48 and 28 respectively. At 20 per cent and 15, the charity card and control wallets had the lowest return rates.My niece and nephew just got upgraded from the fridge to the wallet.