Recent research on charitable donations shows that donors evaluate both the impact of helping and its cost. We asked whether these evaluations were affected by the context of alternative charitable causes. We found that presenting two donation appeals in joint evaluation, as compared to separate evaluation, increased the perceived benefit of the cause ranked as more important (Study 1), and decreased its perceived cost, regardless of the relative actual costs (Study 2). Finally, we try to reconcile an explanation based on perceived cost and benefit with previous work on charitable donations.
