How Divisible Donation Amounts Increase Charitable Giving
研究发现，建议的捐赠金额如果是可整除的（如10元而非9元），会增加捐赠者的感知影响广度和公平感，从而提升捐赠意愿；该效应在支持发展需求时更强，在满足生存需求时减弱。
ABSTRACT This research examines how donation amount divisibility influences charitable giving. Across seven studies, an amount divisibility effect is documented: suggested donation amounts that are divisible (vs. non‐divisible) increase charitable giving (Studies 1A–1D). This effect occurs because divisible donation amounts increase donors’ perceived breadth of impact and perceived fairness, which in turn enhances charitable giving. Evidence for this mechanism is provided through mediation analyses (Study 2) and a moderation‐of‐process design (Study 3). Consistent with the proposed framework, the amount divisibility effect is moderated by the type of need emphasized in the donation appeal: the effect is attenuated when donations target survival needs but amplified when they support developmental needs, relative to a control condition (Study 4). These findings offer practical implications for nonprofit organizations to design more effective donation appeals.