“One Vs. Many: the Effect of Efficacy and Entitativity on Charitable Giving”

Eesha Sharma, New York University, USA
Vicki Morwitz, New York University, USA
“Those who can, do.” Four studies examine how perceived efficacy affects people’s willingness to donate to one vs. many beneficiaries. We replicate the finding that people generally prefer helping one vs. many, but reverse the effect by increasing perceptions of efficacy and beneficiary cohesiveness.
[ to cite ]:
Eesha Sharma and Vicki Morwitz (2011) ,"“One Vs. Many: the Effect of Efficacy and Entitativity 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.