People tend to judge those who perform good deeds, such as donating money, as moral. Yet, prosocial actors are not equally appraised. In this article, we explore how moral judgment varies based on the donation distribution strategy—that is, the extent to which donors distribute resources across recipients. In seven studies ( N = 1,495), we show that distributing help is considered by observers to be more moral than concentrating help on a single recipient. Furthermore, this effect is driven by observers perceiving the donors distributing their help to be more committed toward the charitable cause. We extend the generalizability of our results by showing that the effect replicates across three populations considered culturally distant along the WEIRD dimensions. The article ends with a discussion of the theoretical relevance of the findings.
Lucheschi et al. (Thu,) studied this question.