The singularity effect of identified victims in separate and joint evaluations |
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Authors: | Tehila Kogut Ilana Ritov |
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Affiliation: | a School of Education, Hebrew University, Jerusalem 91905, Israel |
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Abstract: | People’s greater willingness to help identified victims, relative to non-identified ones, was examined by eliciting real contributions to targets varying in singularity (a single individual vs. a group of several individuals), and the availability of individually identifying information (the main difference being the inclusion of a picture in the “identified” versions). Results of the first and second experiments support the proposal that for identified victims, contributions for a single victim exceed contributions for a group when these are judged separately, but preference reverses when one has to choose between contributing to the single individual and contributing to the group. In a third experiment, ratings of emotional response were elicited in addition to willingness to contribute judgments. Results suggest that the greater contribution to a single victim relative to the group stems from intensified emotions evoked by a single identified victim rather than from emotions evoked by identified victims in general. |
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Keywords: | Identified victim effect Preference reversals Willingness to pay |
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