Local versus Global Perceptual Scope, Empathic Concern, and Helping Preferences in Multiple-Victim Situations

Previous research on the one-among-others effect has shown that inducing empathic concern towards a victim presented alongside with a small number of other victims enhances (a) the perception of this set of victims as separate and different individuals (instead of as a group), and (b) the preference to help them individually (rather than collectively). We propose that inducing a local (vs. global) perceptual scope increases (vs. lessens) these two outcomes. In this work, participants first reported their perception of an ad that showed a victim depicted as one-among-others and, afterwards, were unexpectedly asked to indicate their preference for giving the victims either "individualized", "collective", or "equal" assistance. In Experiment 1 (N = 48), we manipulated the participants' local (vs. global) perceptual scope and allowed empathy concern to occur naturally. In Experiment 2 (N = 213), we manipulated both the perceptual scope and empathy concern. Overall, results showed that the combined presence of local scope and empathic concern increased the awareness of others (η p 2 = .203 and .047, 95% CI = [0.05, 0.35] and [0.03, 0.13], ps < .03) and the preference for individualized assistance (zs = 2.08 and 2.74, ps < .02). Lastly, we discuss the theoretical and practical implications of perceiving a set of victims as individuals (rather than as a group) in need.