Beneficiary effects in prosocial decision making: Understanding unequal valuations of lives

Abstract

To understand human prosocial behaviour, one must consider not only the helpers and the requesters, but also the characteristics of the beneficiaries. To this aim, this articles reviews research on beneficiary effects in prosocial decision making, which implies that some human lives are valued higher than others. We focus on eight beneficiary attributes that increase willingness to help: (1) Temporal proximity, (2) Young age, (3) Female gender, (4) Misery, (5) Innocence, (6) Ingroup, (7) Identifiability (8) High proportion. We demonstrate that different psychological mechanisms explain different beneficiary effects, that the size and direction of beneficiary effects varies as a function of response mode (separate evaluation, joint evaluation, or forced choice), and outcome measure (attitudes or helping behaviour). We propose that beneficiary attributes differ in their evaluability, justifiability, and prominence, and conclude by discussing theoretical, moral, and applied aspects of beneficiary effects.