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

ABSTRACT: 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 st

SUBMITTER: Grossman PJ 

PROVIDER: S-EPMC10962791 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature