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Observing a Person Make a Donation
Seeing another person make a donation may increase
helping behavior.  We may use the behavior of others as
a guide for our own behavior.
    Bryan and Test (1967) investigated whether observing
a person make a donation would increase the number of
people making a donation.  The people in the study were
shoppers who had the opportunity to place money in the
Salvation Army kettle.   In two studies, Bryan and Test
found evidence suggesting that
observing someone make a donation increases the
likelihood that people will make a donation.

References

Bryan, J. H., & Test, M. A. (1967).  Models and Helping:
Naturalistic Studies in Aiding Behavior.  
Journal of
Personality and Social Psychology
, 6, 400-407.