Goal gradient in helping behavior

Abstract People are more likely to pitch in as charitable campaigns approach their goals. Such “goal gradient helping” occurs in part because late-stage efforts provide donors with a heightened sense of personal impact, an influential source of satisfaction from prosocial acts. Using web robot technology in an Internet field study of micro-lending, Study 1 demonstrated that charity contribution rates increase as recipients approach their fundraising goals. Study 2, a large-scale field experiment, found that funds close to reaching campaign goals received more donations than did funds far from reaching campaign goals. Study 3 replicated the goal gradient helping effect in a controlled scenario experiment, and mediational analyses showed that increased perceived impact of late-stage contributions, and the resultant satisfaction from this impact, explain goal gradient helping. In conclusion, people are not charitable simply to be kind or to relieve negative emotions; they find satisfaction from having personal influence in solving a social problem.

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