Scope insensitivity in helping decisions: Is it a matter of culture and values?

The singularity effect of identifiable victims refers to people's greater willingness to help a single concrete victim compared with a group of victims experiencing the same need. We present 3 studies exploring values and cultural sources of this effect. In the first study, the singularity effect was found only among Western Israelis and not among Bedouin participants (a more collectivist group). In Study 2, individuals with higher collectivist values were more likely to contribute to a group of victims. Finally, the third study demonstrates a more causal relationship between collectivist values and the singularity effect by showing that enhancing people's collectivist values using a priming manipulation produces similar donations to single victims and groups. Moreover, participants' collectivist preferences mediated the interaction between the priming conditions and singularity of the recipient. Implications for several areas of psychology and ways to enhance caring for groups in need are discussed.