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





