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Measuring image concerns

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  • Sonntag, Jan

Abstract

It is now well documented that individuals, on average, change their behavior when their actions are observed by others. Yet, there is no systematic way of measuring this dimension of preferences at the individual level. In this paper, we propose a novel experimental game to measure the individual sensitivity to image concerns. We test it experimentally and provide several justifications for the validity of our measure. We find a large heterogeneity in the population: one third of the sample appears totally insensitive to perceptions by others, while one third appears strongly imaged concerned. Members of ethnic minorities seem to be more imaged concerned, in particular when observed by a member of other groups. We also show that more image concerned individuals tend to be less cooperative. Finally, we provide preliminary evidence suggesting that individuals do not only care about the absolute image they convey, but also about how far this image is from reality.

Suggested Citation

  • Sonntag, Jan, 2015. "Measuring image concerns," CEPR Discussion Papers 10831, C.E.P.R. Discussion Papers.
    • Handle: RePEc:cpr:ceprdp:10831
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    2. Emeric Henry & Charles Louis-Sidois, 2018. "Voting and Contributing While the Group is Watching," SciencePo Working papers Main hal-03393121, HAL.
    3. Emeric Henry & Ekaterina Zhuravskaya & Sergei Guriev, 2022. "Checking and Sharing Alt-Facts," American Economic Journal: Economic Policy, American Economic Association, vol. 14(3), pages 55-86, August.
    4. Emeric Henry & Charles Louis-Sidois, 2020. "Voting and Contributing When the Group Is Watching," American Economic Journal: Microeconomics, American Economic Association, vol. 12(3), pages 246-276, August.
    5. repec:hal:spmain:info:hdl:2441/4g5hemr5o18g7os4h53mulpcam is not listed on IDEAS
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    8. Bao, Wei & Rao, Yulei & Wang, Jianxin & Houser, Daniel, 2018. "Social exposure and trustworthiness: Experimental evidence," Economics Letters, Elsevier, vol. 162(C), pages 73-75.
    9. Hofmann, Elisa & Fiagbenu, Michael E. & Özgümüs, Asri & Tahamtan, Amir M. & Regner, Tobias, 2021. "Who is watching me? Disentangling audience and interpersonal closeness effects in a Pay-What-You-Want context," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 90(C).

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    More about this item

    Keywords

    Image concern; Social norm;

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers

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