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.Want to keep your wallet? Carry a baby picture (via Derren Brown)
Overall, 42 per cent of the wallets were posted back -- more than the team had anticipated. "We were amazed by the high percentage of wallets that came back," said Dr Wiseman.
Scientists have also found evidence for a baby instinct in brain scanning experiments. A recent study at the University of Oxford examined how people responded when they were shown photographs of baby or adult faces.
(Image: 6. Wallet, a Creative Commons Attribution licensed photo from Saad.Akhtar's Flickr stream)
I write books. My latest is a YA science fiction novel called Homeland (it's the sequel to Little Brother). More books: Rapture of the Nerds (a novel, with Charlie Stross); With a Little Help (short stories); and The Great Big Beautiful Tomorrow (novella and nonfic). I speak all over the place and I tweet and tumble, too.