Similarity in Religiousness of the Solicitor,the Potential Helper,and the Recipient as Determinants of Donating Behavior1

In a 2 × 2 × 2 field experiment, 107 religious and secular subjects were requested by a religious/secular solicitor to donate money for a religious/secular needy family. Religious subjects donated significantly more than secular ones. The pattern of the cell means suggested that whereas the behavior of the religious subjects was guided by the need for positive self-presentation, the secular subjects were influenced by their similarity in religiousness to the solicitor and the recipient.