The Effect of Similarity Between Donor and Recipient on Recipient's Reactions to Aid

This study explored the effect of similarity‐dissimilarity between the donor and the recipient on the recipient's self‐perception and his perception of the donor. A 2 x 2 between‐subjects design was employed in which aid versus no aid and similarity versus dissimilarity were the experimental factors. The results indicate that receiving aid from a similar other had a negative effect on the recipient's situational self‐esteem and self‐confidence, while aid from a dissimilar other had a positive effect on situational self‐esteem and self‐confidence. Social comparison theory (Festinger, 1954) was suggested as a means of explaining this finding. In addition, it was found that a donor of aid was more favorably rated than a nondonor.