arbiter
JournalsPricingAccount

Portraying One or Many: Interaction of Number of Beneficiary and Donor’s Sense of Power on Donation Outcomes

Heming Gong et al.

Voluntas: International Journal of Voluntary and Non-Profit Organizations2025https://doi.org/10.1007/s11266-025-00726-2article
AJG 2ABDC B
Weight
0.44

What the paper says

Abstract Numerous studies support the identifiable victim effect that donors prefer a single and identifiable beneficiary over multiple and unidentifiable beneficiaries. However, there is little understanding of how presenting pictures of single versus multiple beneficiaries interacts with donors’ traits. This research focuses on donors’ sense of power and explores its impact on the comparative effects of presenting different numbers of beneficiaries. We adopted an online experimental design and collected data from 515 participants across two studies. These two studies provide convergent results that high-power donors donate more when they view pictures of multiple beneficiaries, whereas low-power donors donate more when they view pictures of a single beneficiary. Besides, Study 2 finds that the interaction effect of sense of power and number of beneficiaries on donation effectiveness is mediated by perceived responsibility and self-efficacy. The findings provide implications for managers on how to present pictures featuring different numbers of beneficiaries to donors with varying senses of power.

3 citations

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1007/s11266-025-00726-2

Or copy a formatted citation

@article{heming2025,
  title        = {{Portraying One or Many: Interaction of Number of Beneficiary and Donor’s Sense of Power on Donation Outcomes}},
  author       = {Heming Gong et al.},
  journal      = {Voluntas: International Journal of Voluntary and Non-Profit Organizations},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1007/s11266-025-00726-2},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Portraying One or Many: Interaction of Number of Beneficiary and Donor’s Sense of Power on Donation Outcomes

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.32 × 0.4 = 0.13
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.