It's not you (well, it is a bit you), it's me: Self- versus social image in warm-glow giving.

Autor: Grossman PJ; Department of Economics, Monash University, Victoria, Australia., Levy J; School of Economics, The University of Sydney, Camperdown, New South Wales, Australia.
Jazyk: angličtina
Zdroj: PloS one [PLoS One] 2024 Mar 25; Vol. 19 (3), pp. e0300868. Date of Electronic Publication: 2024 Mar 25 (Print Publication: 2024).
DOI: 10.1371/journal.pone.0300868
Abstrakt: Attempts by charities to motivate giving tend to focus on potential donors' altruistic tendencies. However, prior research suggests that approximately 50% of individuals are to some extent motivated by warm glow, the satisfaction received from the act of giving. The satisfaction derives from looking good to themselves (self-image) and/or to others (social image). We conduct an online experiment on MTurk participants (n = 960) with a more realistic simulation of being watched to determine the importance of self- and social image to warm-glow giving. We find evidence that suggests that social image concerns do not increase the likelihood that someone will give but they do increase the amount given; average giving is significantly higher in the treatments when feelings of being watched are stimulated. Our results suggest that charities looking to increase their donor bases might effectively do so by focusing on self-image concerns. Charities wishing to increase the amount donated might effectively do so by focusing on the social image concerns of the donor.
Competing Interests: the authors have declared that no competing interests exist.
(Copyright: © 2024 Grossman, Levy. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)
Databáze: MEDLINE
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