Helping a Victim or Helping the Victim: Altruism and Identifiability
- Cite this article as:
- Small, D.A. & Loewenstein, G. Journal of Risk and Uncertainty (2003) 26: 5. doi:10.1023/A:1022299422219
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Although it has been claimed that people care more about identifiable than statistical victims, demonstrating this “identifiable victim effect” has proven difficult because identification usually provides information about a victim, and people may respond to the information rather than to identification per se. We show that a very weak form of identifiability—determining the victim without providing any personalizing information—increases caring. In the first, laboratory study, subjects were more willing to compensate others who lost money when the losers had already been determined than when they were about to be. In the second, field study, people contributed more to a charity when their contributions would benefit a family that had already been selected from a list than when told that the family would be selected from the same list.