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Who Cares for Social Image? Interactions between Intrinsic Motivation and Social Image Concerns

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  • Jana Friedrichsen
  • Dirk Engelmann

Abstract

We consider the interaction of intrinsic motivation and concerns for social approval in a laboratory experiment. We elicit a proxy for Fairtrade preferences before the experiment in which we elicit willingness to pay for conventional and Fairtrade chocolate. Treatments vary whether this can be signaled to other participants. Subjects concerned with social approval should state a higher Fairtrade premium when signaling is possible. We find that this is the case, but interestingly only for participants who are not intrinsically motivated to buy Fairtrade. This has important implications both for crowding out of intrinsic motivation through incentives and for producer choices.

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Bibliographic Info

Paper provided by CESifo Group Munich in its series CESifo Working Paper Series with number 4514.

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Date of creation: 2013
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Handle: RePEc:ces:ceswps:_4514

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Keywords: image concerns; Fairtrade; ethical consumption; crowding out; experiments;

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Cited by:
  1. Antonio Filippin & Carlo V. Fiorio & Eliana Viviano, 2013. "The effect of tax enforcement on tax morale," Temi di discussione (Economic working papers), Bank of Italy, Economic Research and International Relations Area 937, Bank of Italy, Economic Research and International Relations Area.

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