Opportunity Cost in Monetary Donation Decisions to Non-identified and Identified Victims

Do people consider alternative uses of money (i.e. opportunity cost) when asked to donate to a charitable cause? To answer this question, we examined the effect of providing versus not providing participants with an opportunity cost reminder when they are asked to donate money to causes with identified and non-identified victims. The results of two studies show that when making one-time donation decisions, people become less willing to donate to...