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.