Flocks, Herds, and Families: the Influence of Victim-Unitization on Charitable Giving

Katherine Burson, University of Michigan, USA
Robert Smith, University of Michigan, USA
David Faro, London Business School, UK
Charitable donations are often insensitive to the number of victims. Six studies show that people donate more to multiple victims if those victims are perceived as a single coherent unit. Because this occurs due to an increased emotional response, unitizing negative victims actually decreases donations.
[ to cite ]:
Katherine Burson, Robert Smith, and David Faro (2011) ,"Flocks, Herds, and Families: the Influence of Victim-Unitization on Charitable Giving", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.