In one study, consumers donated less for hurricane relief when they were focused on the distant future, compared to when they were focused on the (psychologically closer) near future. Distance reduced giving because people feel less emotional concern for what happens later compared to what is going on right now. Importantly, however, consumers gave more when they thought about donating in an abstract way, compared to a concrete way. Abstract thinking increased giving because it makes the idea of donating feel more pleasant.
MORE: http://www.sciencedaily.com/releases/2013/12/131210120723.htm
