IDEAS home Printed from https://ideas.repec.org/a/kap/theord/v79y2015i2p285-306.html
   My bibliography  Save this article

Eyes on social norms: A field study on an honor system for newspaper sale

Author

Listed:
  • Thomas Brudermann
  • Gregory Bartel
  • Thomas Fenzl
  • Sebastian Seebauer

Abstract

Honor systems are a cheap and simple way for marketing low-price goods. These sale systems are dependent on the honesty of customers and can only tolerate a certain share of free-riders. In an experimental field study, we investigate a case where honesty has almost disappeared, namely an honor system for the sale of newspapers on weekends. In the chosen urban study area, only a minority of customers comply with payment norms. In this difficult setting, we tested the use of eye images and descriptive social norms as cues to improving payment morale over a period of 24 weeks. We find that interventions based on eye cues as well as normative appeals do not evoke a transition from low to high levels of honesty. However, our results suggest that such interventions might still have the potential to marginally increase mean payments and therefore be economically profitable for operators of large-scale honor systems. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Thomas Brudermann & Gregory Bartel & Thomas Fenzl & Sebastian Seebauer, 2015. "Eyes on social norms: A field study on an honor system for newspaper sale," Theory and Decision, Springer, vol. 79(2), pages 285-306, September.
    • Handle: RePEc:kap:theord:v:79:y:2015:i:2:p:285-306
    DOI: 10.1007/s11238-014-9460-1
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11238-014-9460-1
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11238-014-9460-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Fischbacher, Urs & Gachter, Simon & Fehr, Ernst, 2001. "Are people conditionally cooperative? Evidence from a public goods experiment," Economics Letters, Elsevier, vol. 71(3), pages 397-404, June.
    2. Ernst Fehr & Simon Gächter, 2002. "Altruistic punishment in humans," Nature, Nature, vol. 415(6868), pages 137-140, January.
    3. repec:cup:judgdm:v:5:y:2010:i:2:p:138-143 is not listed on IDEAS
    4. Achim Schlüter & Bjoern Vollan, 2011. "Morals as an incentive? A field study on honour based flower picking," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(1), pages 79-97, March.
    5. repec:feb:natura:0059 is not listed on IDEAS
    6. Steven D. Levitt & John A. List, 2007. "What Do Laboratory Experiments Measuring Social Preferences Reveal About the Real World?," Journal of Economic Perspectives, American Economic Association, vol. 21(2), pages 153-174, Spring.
    7. Haan, Marco & Kooreman, Peter, 2002. "Free riding and the provision of candy bars," Journal of Public Economics, Elsevier, vol. 83(2), pages 277-291, February.
    8. Daniel Nettle & Kenneth Nott & Melissa Bateson, 2012. "‘Cycle Thieves, We Are Watching You’: Impact of a Simple Signage Intervention against Bicycle Theft," PLOS ONE, Public Library of Science, vol. 7(12), pages 1-5, December.
    9. Gerald J. Pruckner & Rupert Sausgruber, 2013. "Honesty On The Streets: A Field Study On Newspaper Purchasing," Journal of the European Economic Association, European Economic Association, vol. 11(3), pages 661-679, June.
    10. Noah J. Goldstein & Robert B. Cialdini & Vladas Griskevicius, 2008. "A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 472-482, March.
    11. Melissa Bateson & Daniel Nettle & Gilbert Roberts, 2006. "Cues of being watched enhance cooperation in a real-world setting," Natural Field Experiments 00214, The Field Experiments Website.
    12. Matthias S Keil, 2009. "“I Look in Your Eyes, Honey”: Internal Face Features Induce Spatial Frequency Preference for Human Face Processing," PLOS Computational Biology, Public Library of Science, vol. 5(3), pages 1-13, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Paulius Yamin & Maria Fei & Saadi Lahlou & Sara Levy, 2019. "Using Social Norms to Change Behavior and Increase Sustainability in the Real World: a Systematic Review of the Literature," Sustainability, MDPI, vol. 11(20), pages 1-41, October.
    2. Vranka, Marek & Frollová, Nikola & Pour, Marek & Novakova, Julie & Houdek, Petr, 2019. "Cheating customers in grocery stores: A field study on dishonesty," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 83(C).
    3. Brouwer, Thijs & Potters, Jan, 2019. "Friends for (almost) a day: Studying breakaways in cycling races," Journal of Economic Psychology, Elsevier, vol. 75(PB).
    4. Fenzl, Thomas & Brudermann, Thomas, 2021. "Eye cues increase cooperation in the dictator game under physical attendance of a recipient, but not for all," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    5. Cherchi, Elisabetta, 2017. "A stated choice experiment to measure the effect of informational and normative conformity in the preference for electric vehicles," Transportation Research Part A: Policy and Practice, Elsevier, vol. 100(C), pages 88-104.
    6. Pfattheicher, Stefan & Schindler, Simon & Nockur, Laila, 2019. "On the impact of Honesty-Humility and a cue of being watched on cheating behavior," Journal of Economic Psychology, Elsevier, vol. 71(C), pages 159-174.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fenzl, Thomas & Brudermann, Thomas, 2021. "Eye cues increase cooperation in the dictator game under physical attendance of a recipient, but not for all," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    2. Vranka, Marek & Frollová, Nikola & Pour, Marek & Novakova, Julie & Houdek, Petr, 2019. "Cheating customers in grocery stores: A field study on dishonesty," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 83(C).
    3. Schlüter, Achim & Vollan, Björn, 2015. "Flowers and an honour box: Evidence on framing effects," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 186-199.
    4. Rosenbaum, Stephen Mark & Billinger, Stephan & Stieglitz, Nils, 2014. "Let’s be honest: A review of experimental evidence of honesty and truth-telling," Journal of Economic Psychology, Elsevier, vol. 45(C), pages 181-196.
    5. Alpízar, Francisco & Martinsson, Peter, 2010. "Don’t Tell Me What to Do, Tell Me Who to Follow! - Field Experiment Evidence on Voluntary Donations," Working Papers in Economics 452, University of Gothenburg, Department of Economics.
    6. Wang, Xinghua & Navarro-Martinez, Daniel, 2023. "Increasing the external validity of social preference games by reducing measurement error," Games and Economic Behavior, Elsevier, vol. 141(C), pages 261-285.
    7. Sabrina Eisenbarth & Louis Graham & Anouk S. Rigterink, 2021. "Can Reminders of Rules Induce Compliance? Experimental Evidence from a Common Pool Resource Setting," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 79(4), pages 653-681, August.
    8. Simon Gaechter & Benedikt Herrmann, 2008. "Reciprocity, culture, and human cooperation: Previous insights and a new cross-cultural experiment," Discussion Papers 2008-14, The Centre for Decision Research and Experimental Economics, School of Economics, University of Nottingham.
    9. John A. List & James J. Murphy & Michael K. Price & Alexander G. James, 2019. "Do Appeals to Donor Benefits Raise More Money than Appeals to Recipient Benefits? Evidence from a Natural Field Experiment with Pick.Click.Give," NBER Working Papers 26559, National Bureau of Economic Research, Inc.
    10. Cavalcanti, Carina & Schläpfer, Felix & Schmid, Bernhard, 2010. "Public participation and willingness to cooperate in common-pool resource management: A field experiment with fishing communities in Brazil," Ecological Economics, Elsevier, vol. 69(3), pages 613-622, January.
    11. Mullins, Daniel A. & Whitehouse, Harvey & Atkinson, Quentin D., 2013. "The role of writing and recordkeeping in the cultural evolution of human cooperation," Journal of Economic Behavior & Organization, Elsevier, vol. 90(S), pages 141-151.
    12. Simon Gaechter, 2014. "Human Pro-Social Motivation and the Maintenance of Social Order," Discussion Papers 2014-02, The Centre for Decision Research and Experimental Economics, School of Economics, University of Nottingham.
    13. Schubert, Christian, 2017. "Green nudges: Do they work? Are they ethical?," Ecological Economics, Elsevier, vol. 132(C), pages 329-342.
    14. Alem, Yonas & Eggert, Håkan & Kocher, Martin G. & Ruhinduka, Remidius D., 2018. "Why (field) experiments on unethical behavior are important: Comparing stated and revealed behavior," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 71-85.
    15. Kessler, Judd B. & Low, Corinne & Singhal, Monica, 2021. "Social policy instruments and the compliance environment," Journal of Economic Behavior & Organization, Elsevier, vol. 192(C), pages 248-267.
    16. Kogler, Christoph & Olsen, Jerome & Bogaers, Rebecca I., 2020. "Enhanced anonymity in tax experiments does not affect compliance," Journal of Economic Behavior & Organization, Elsevier, vol. 177(C), pages 390-398.
    17. Nichola Raihani & David Aitken, 2011. "Uncertainty, rationality and cooperation in the context of climate change," Climatic Change, Springer, vol. 108(1), pages 47-55, September.
    18. Schippers, Anouk L. & Soetevent, Adriaan R., 2022. "Sharing with Minimal Regulation? Free Riding and Neighborhood Book Exchange," EconStor Preprints 249448, ZBW - Leibniz Information Centre for Economics.
    19. Carina Cavalcanti & Andreas Leibbrandt, 2017. "Impulsivity, Voluntary Cooperation, and Denunciation among Fishermen," Monash Economics Working Papers 10-17, Monash University, Department of Economics.
    20. Sanjit Dhami, 2017. "Human Ethics and Virtues: Rethinking the Homo-Economicus Model," CESifo Working Paper Series 6836, CESifo.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:theord:v:79:y:2015:i:2:p:285-306. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.