Similarity between a solicitor and a subject (same race, attitudes, apparel appearance) leads to enhanced helping behavior. An experiment manipulating similarity was carried out in a computer-mediated context. Fifty students received an e-mail containing a survey on their food habits. This questionnaire came from a hypothetical student of the university in which the subjects were registered. In half of the cases, the first name of the solicitor, which appeared in his or her electronic address, was the same as the first name of the receptor. Results have shown that compliance to the request was significantly higher in the same first-name condition. No difference between the two conditions was found according to the delay of response.
"Help on the Web: The Effect of the Same First Name Between the Sender and the Receptor in a Request Made by E-mail,"
The Psychological Record: Vol. 53
, Article 7.
Available at: http://opensiuc.lib.siu.edu/tpr/vol53/iss3/7