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Running head: THE DONOR IS IN THE DETAILS

The Donor Is in the Details Recent research finds that people respond more generously to victims described in detail than to equivalent victims described in general terms. In this paper, we propose that this 'identifiable victim effect' is one manifestation of a more general phenomenon: a positive impact of tangible details on generosity. In two experiments, providing details about a charity's activities significantly increased real donations to that charity. Although previous work identifies emotion as the primary mediator between details and giving, structural equation models of both of the current studies shows that the influence of detail can operate through donors' perception that