Featured Research

from universities, journals, and other organizations

Giving to charity: Why do we donate more money to individuals when they are members of a group?

Date:
August 15, 2012
Source:
University of Chicago Press Journals
Summary:
When charity recipients seem to belong to a cohesive group, donors will make stronger judgments about the victims, which leads to greater concern and increased donations if these judgments are positive, according to a new study.

When charity recipients seem to belong to a cohesive group, donors will make stronger judgments about the victims, which leads to greater concern and increased donations if these judgments are positive, according to a new study in the Journal of Consumer Research.

Related Articles


"One of the most puzzling aspects of charitable giving is the relative meagerness of donations to large numbers of 'statistical' victims in contrast to the generosity shown to a single identified victim," write authors Robert W. Smith (University of Michigan), David Faro (London Business School), and Katherine A. Burson (University of Michigan). "A solution to this problem is to make multiple victims seem like a single, unified group."

The authors tracked funding activity on Kiva.org, a micro-financing website where lenders support groups of borrowers whose pictures are prominently displayed on the site. Independent ratings showed that some of the pictures on the website seemed to portray very tight groups while others rather loose groups. The authors found that groups that looked unified were more quickly funded. In other studies, the authors discovered that donations to help poor children were higher when the children were described as members of the same family.

However, the opposite is true when consumers are asked to donate to groups they may not view positively. Another study asked consumers to make donations to benefit child prisoners with poor living conditions. Those who read about the child prisoners that seemed unified had more negative judgments and gave them less money than those who read about the non-unified but otherwise identical child prisoners.

"Perceived group membership results in stronger judgments of victims. Victims are viewed more favorably when they belong to a group with positive traits, triggering greater feelings of concern and higher donations, whereas the opposite is true for victims sharing negative traits," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Robert W. Smith, David Faro, and Katherine A. Burson. More for the Many: The Influence of Entitativity on Charitable Giving. Journal of Consumer Research, February 2013 [link]

Cite This Page:

University of Chicago Press Journals. "Giving to charity: Why do we donate more money to individuals when they are members of a group?." ScienceDaily. ScienceDaily, 15 August 2012. <www.sciencedaily.com/releases/2012/08/120815093236.htm>.
University of Chicago Press Journals. (2012, August 15). Giving to charity: Why do we donate more money to individuals when they are members of a group?. ScienceDaily. Retrieved March 31, 2015 from www.sciencedaily.com/releases/2012/08/120815093236.htm
University of Chicago Press Journals. "Giving to charity: Why do we donate more money to individuals when they are members of a group?." ScienceDaily. www.sciencedaily.com/releases/2012/08/120815093236.htm (accessed March 31, 2015).

Share This


More From ScienceDaily



More Science & Society News

Tuesday, March 31, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

The Future Of Japanese Whaling: Heritage Vs. Conservation

The Future Of Japanese Whaling: Heritage Vs. Conservation

Newsy (Mar. 30, 2015) — In 2014, the International Court of Justice ruled Japan could no longer engage in whaling in the Antarctic, but Japan has plans to return this year. Video provided by Newsy
Powered by NewsLook.com
Soda, Salt and Sugar: The Next Generation of Taxes

Soda, Salt and Sugar: The Next Generation of Taxes

Washington Post (Mar. 30, 2015) — Denisa Livingston, a health advocate for the Dinι Community Advocacy Alliance, and the Post&apos;s Abby Phillip discuss efforts around the country to make unhealthy food choices hurt your wallet as much as your waistline. Video provided by Washington Post
Powered by NewsLook.com
UnitedHealth Buys Catamaran

UnitedHealth Buys Catamaran

Reuters - Business Video Online (Mar. 30, 2015) — The $12.8 billion merger will combine the U.S.&apos; third and fourth largest pharmacy benefit managers. Analysts say smaller PBMs could also merge. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
Lights out for Earth Hour

Lights out for Earth Hour

Reuters - News Video Online (Mar. 29, 2015) — Landmarks in cities around the globe turn off their lights to mark Earth Hour. Paul Chapman reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins