Does the sense of the geographic proximity of a requester influence donation? Three evaluations in field studies

It has been reported that familiarity or incidental similarities with a stranger influenced an individual’s behavior. However, the effect of the sense of geographical proximity believing that someone comes from the same area that somebody has never been examined. Three field experiments examined this effect on donations to humanitarian organizations. In the first study, participants were asked by a confederate to donate food products to a humanitarian organization. In Study 2, participants were asked by confederates to donate money for children. In Study 3, donation boxes were displayed in bakeries with a message that invited customers to donate money for children. In all the studies, participants were led to believe that they would be helping people in need or people who live in their national or local geographic area. Results showed that donations were higher in the geographical proximity condition. This “neighborhood effect” was discussed.