A central question for psychologists, economists, and philosophers is how human lives should be valued. Whereas egalitarian considerations give rise to models emphasizing that every life should be valued equally, empirical research has demonstrated that valuations of lives depend on a variety of factors that often do not conform to specific normative expectations. Such factors include emotional reactions to the victims and cognitive considerations leading to biased perceptions of lives at risk (e.g., attention, mental imagery, pseudo-inefficacy, and scope neglect). They (...) can lead to a valuation function with decreasing marginal value and sometimes even decreasing absolute value as the number of victims increases. As a result, people spend more money to save an individual while at the same time being insensitive and apathetic to large losses of life, despite endorsing egalitarian norms. In this conceptual paper, we propose a descriptive model highlighting the role of different motivations and the conditions under which cognitions and emotions result in deviations from egalitarian normative valuations of human lives. (shrink)

In this study, we investigated whether background information of a visual charity appeal can influence people’s motivation to donate and the hypothetical amount donated. Specifically, participants were presented with a charity appeal to help a local hospital respond to the Coronavirus Disease-19 emergency depicting a man sitting on a bed in a hospital room. The number of visual details depicted in the background was manipulated according to three conditions: “High information” condition, “low information” condition, and “no information” condition. We investigated (...) whether the number of visual background details would have increased the tangibility of the cause measured as the hospital’s adequate preparedness to deal with the COVID-19 emergency and severity of the patient’s medical conditions. We also investigated whether increased tangibility, elicited by a higher amount of background information, would heighten participants’ perceived impact of their donation and warm glow, which in turn would have led to increased motivation to donate and the amount donated. We found no significant direct effect of condition on the donated amount. However, path models revealed that more background information positively influenced participants’ motivation to donate and the amount donated indirectly through increased tangibility, impact, and warm glow. Finally, we showed that a higher risk perception of COVID-19 was associated with higher donations. Results are discussed in line with relevant literature. (shrink)