Congruence Between the Target in Need and the Recipient of Aid: The One-Among-Others Effect
Article first published online: 21 NOV 2010
© 2010 Wiley Periodicals, Inc.
Journal of Applied Social Psychology
Volume 40, Issue 11, pages 2814–2828, November 2010
How to Cite
Oceja, L., Stocks, E. and Lishner, D. (2010), Congruence Between the Target in Need and the Recipient of Aid: The One-Among-Others Effect. Journal of Applied Social Psychology, 40: 2814–2828. doi: 10.1111/j.1559-1816.2010.00682.x
- Issue published online: 21 NOV 2010
- Article first published online: 21 NOV 2010
We tested the hypothesis that people are more likely to offer aid when the beneficiary of help is congruent with the entity that initiates prosocial action. In 2 experiments conducted in 2 different countries, participants were approached in naturalistic settings with an appeal for help. The target in need (individual vs. individual among others with the same need) and the beneficiary of potential help (individual vs. group) were manipulated. Results revealed that participants were more likely to offer aid when the target in need and beneficiary of help were congruent. The present research offers insight into perceptual factors that affect prosocial behavior in situations involving more than one victim.