Saving the Masses: The Impact of Perceived Efficacy on Charitable Giving to Single vs. Multiple Beneficiaries

Posted: 6 Jul 2016 Last revised: 8 Mar 2020

See all articles by Eesha Sharma

Eesha Sharma

Dartmouth College; Dartmouth College - Tuck School of Business

Vicki Morwitz

New York University (NYU) - Department of Marketing

Date Written: July 2, 2016

Abstract

People are more generous toward single than toward multiple beneficiaries, and encouraging greater giving to multiple targets is challenging. We identify one factor, perceived efficacy, which enhances generosity toward multiple beneficiaries. We investigate relationships between perceived self-efficacy (believing one can take steps to make an impact), response efficacy (believing those steps will be effective), and charitable giving. Four studies show that increasing perceived self-efficacy increases perceived response efficacy (Studies 1 and 2) and increases donations for multiple beneficiaries (Studies 1–4). Further, results show that boosting perceived self-efficacy enhances giving to a greater extent for multiple than for single beneficiaries (Studies 3 and 4). These effects emerge using various charitable giving contexts, efficacy manipulations, and measures of generosity.

Keywords: Altruism, Charitable giving, Efficacy, Impact, Fundraising, Scope sensitivity

Suggested Citation

Sharma, Eesha and Morwitz, Vicki, Saving the Masses: The Impact of Perceived Efficacy on Charitable Giving to Single vs. Multiple Beneficiaries (July 2, 2016). Sharma, E., & Morwitz, V. G. (2016). Saving the masses: The impact of perceived efficacy on charitable giving to single vs. Multiple beneficiaries. Organizational Behavior and Human Decision Processes, 135, 45–54., Available at SSRN: https://ssrn.com/abstract=2804086

Eesha Sharma (Contact Author)

Dartmouth College ( email )

Department of Sociology
Hanover, NH 03755
United States

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

Vicki Morwitz

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

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