The Critical Link Between Tangibility and Generosity

Sep 20, 2026

Uploaded by Aria

Recent research shows people give more to identified victims than to abstract ones. This chapter argues that the identifiable victim effect reflects a broader phenomenon: tangibility increases generosity. Evidence reviewed across studies indicates that giving to needy individuals and causes rises with how tangible the aid recipient is. Tangibility is proposed to work by heightening perceived impact of one’s contribution and by intensifying emotional responses.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages30

Reading Time1 h 16 min

AccessFree to download

Abstract

The Critical Link Between Tangibility and Generosity

Research on Tangibility and Generosity

The Identifiable Victim Effect

The Critical Link Between Tangibility and Generosity Cynthia Cryder Washington University in St. Louis George Loewenstein Carnegie Mellon University Abstract Recent research finds that people respond more generously to identified victims compared to abstract victims. For example, people are more generous towards a single, identified victim compared to a group of victims (Kogut & Ritov, 2005) and compared to a single unidentified (i.e., not yet determined) victim (Small &d Loewenstein, 2003) . In this chapter we propose that this 'identifiable victim effect' is one manifestation of a more general phenomenon: a positive impact of tangibility on generosity. We review a series of studies showing that generosity toward needy people and causes increases with the tangibility of the recipient of aid. We review evidence suggesting that tangibility operates both by increasing the feeling that one’s contribution will make a difference, and, often relatedly, by intensifying emotions. In 2006, the consumer products giant Procter and Gamble launched a new marketing campaign in South Africa for Pampers, its flagship brand of disposable diaper. The campaign, titled “1 Pack = 1 Vaccine,” was a collaboration with UNICEF and was geared towards eliminating newborn tetanus, a leading causes of neonatal death in developing countries. This was a classic win-win situation: UNICEF received P&G’s help in their neonatal tetanus campaign (assistance which ultimately amounted to distributing more than 150 million vaccines), and P&G enhanced its image among consumers. 1 The campaign was one of the most successful in Pampers’ 50-year history both in its impact on consumer attitudes, and, more importantly, its impact on sales. 2 In contrast, a competing campaign launched in other countries using the slogan“1 Pack Will Help Eradicate Newborn Tetanus Globally” was much less successful. Why, beyond the problematic wordiness, would “1 pack will help eradicate newborn tetanus globally” campaign be so much less effective than “1 Pack = 1 Vaccine?” In this paper, we argue that the answer lies in its inferior tangibility. We present evidence that documents the positive impact of tangibility on generosity and suggests that tangibility increases generosity for two reasons. First, tangibility increases the perception that one’s involvement will make a difference. Buying a pack of Pampers that will “help” eradicate tetanus is much less gratifying than buying a pack of pampers that will actually provide a vaccine to a specific baby. Likewise, although one 1 After the campaign, consumers increased in their propensity to endorse statements such as“Pampers helps me help others.” 2 We thank Paul Brest and Sandile Hlatshwayo for bringing this example to our attention. might think that the term “globally” would underscore the pervasiveness, and hence importance, of the tetanus problem, highlighting the huge scope of the problem can backfire by making it feel as if one’s own contribution is just a drop in the bucket. Second, tangibility often intensifies emotional reactions. In a wide range of research, emotions have been shown to both lead to increased generosity (e.g., Batson et al., 1997; Batson, 1998; Batson et al., 1988; Batson et al. 1989; Coke et al. 1978; Dovidio et al. 1990 ; Toi & Batson, 1982, Smith, Keating, & Stotland, 1989) and to result from increased generosity (Andreoni, 1990; Dunn, Aknin & Norton, 2008; Harbaugh, Mayr, & Burghart, 2008) . By emphasizing the idea that a single purchase of Pampers finances a single dose of vaccine, the “1 Pack = 1 Vaccine” message gives license to the consumer’s imagination. Walking in to the store, the shopper may have been just another mother buying diapers; walking out, as she plays images in her mind of a child receiving the vaccine and of the smiling and appreciative parent, theshopper has been transformed into an activist, a humanitarian, and a heroine. In this chapter we will explore how tangib

FAQs

What is the identifiable victim effect discussed in the chapter?

People tend to donate more to a single, identified victim than to an equivalent statistical victim or groups. The effect has been demonstrated in both hypothetical choice studies and real-donation settings.

How does tangibility influence generosity according to the chapter?

Tangibility increases perceived usefulness of one’s contribution and often strengthens emotional reactions. Together, these mechanisms make giving feel more consequential and emotionally engaging.

Why did the Pampers campaign “1 Pack = 1 Vaccine” outperform an “eradicate newborn tetanus” message?

The “1 Pack = 1 Vaccine” message provides more tangible, specific impact by linking purchases to a vaccine for a single baby. The broader wording can make individual contributions feel less meaningful, reducing effectiveness.

Sep 20, 2026

Uploaded by Aria

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