The Brilliance Behind the ALS Ice Bucket Challenge

To date the Ice Bucket Challenge has raised over $40 million for ALS research, brought in hundreds of thousands of new donors, and inspired millions of Facebook videos. And while the actual challenge is to pour ice over one's head or donate $100 to help cure ALS, countless participants have done both. After all, just dumping ice on your head doesn't help anyone—except the local convenience store where you bought it.

Thomas Fiffer reveals the psychology that has made the Ice Bucket Challenge so wildly successful.

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