Numbers & Compassion
A study conducted by Paul Slovic, Deborah Small & George Loewenstein found that donations to aid a starving 7-year-old child in Africa declined sharply when her image was accompanied by a statistical summary of the millions of needy children like her in other African countries. The numbers appeared to interfere with people’s feelings of compassion toward the young victim.
Israeli psychologists asked people to contribute to a costly life-saving treatment. They could offer that contribution to a group of eight sick children, or to an individual child selected from the group. The target amount needed to save the child (or children) was the same in both cases. Contributions to individual group members far outweighed the contributions to the entire group. A follow-up study by Slovic, etc., found that feelings of compassion and donations of aid were smaller for a pair of victims than for either individual alone. The higher the number of people involved in a crisis, other research indicates, the less likely we are to “feel” for each additional death.
“Numbed by Numbers,” by Paul Slovic