Sharing good fortune: Effects of scarcity on small donation requests

Based on studies linking positive outcomes to subsequent helping, it was hypothesized that when individuals receive their choice of items when supply is constrained they will show heightened prosocial behavior. Participants either received a choice of candy when it was plentiful, a choice of candy under scarce conditions, or no option to choose between candies under scarce conditions. All were subsequently invited to keep previously acquired school supplies or to donate them back. As hypothesized, when participants received their choice of candy their donation rate was higher in the scarce, versus the non-scarce, condition. Those not receiving choice due to scarcity behaved similarly to those who received choice under the condition of plenty. Discussion focuses on applications to encourage helpfulness.