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"Do the Right Thing:" The Effects of Moral Suasion on Cooperation

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  • Ernesto Dal Bó
  • Pedro Dal Bó

Abstract

The use of moral appeals to affect the behavior of others is pervasive (from the pulpit to ethics classes) but little is known about the effects of moral suasion on behavior. In a series of experiments we study whether moral suasion affects behavior in voluntary contribution games and mechanisms by which behavior is altered. We find that observing a message with a moral standard according to the golden rule or, alternatively, utilitarian philosophy, results in a significant but transitory increase in contributions above the levels observed for subjects that did not receive a message or received a message that advised them to contribute without a moral rationale. When players have the option of punishing each other after the contribution stage the effect of the moral messages on contributions becomes persistent: punishments and moral messages interact to sustain cooperation. We investigate the mechanism through which moral suasion operates and find it to involve both expectation- and preference-shifting effects. These results suggest that the use of moral appeals can be an effective way of promoting cooperation.

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Bibliographic Info

Paper provided by National Bureau of Economic Research, Inc in its series NBER Working Papers with number 15559.

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Date of creation: Dec 2009
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Handle: RePEc:nbr:nberwo:15559

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Cited by:
  1. Geoffroy De Clippel & Kareen Rozen, 2014. "Fairness Through the Lens of Cooperative Game Theory: An Experimental Approach," Levine's Working Paper Archive 786969000000000904, David K. Levine.
  2. Daniel L. Chen & Susan Yeh, 2013. "The Construction of Morals," Working Papers 1042, George Mason University, Interdisciplinary Center for Economic Science.
  3. Matteo Cervellati & Paolo Vanin, 2010. "”Thou shalt not covet ...”: Prohibitions, Temptation and Moral Values," Working Papers 2010.54, Fondazione Eni Enrico Mattei.
  4. Jose Apesteguia & Patricia Funk and Nagore Iriberri, 2010. "Promoting Rule Compliance in Daily-Life: Evidence from a Randomized Field Experiment in the Public Libraries of Barcelona," Working Papers 492, Barcelona Graduate School of Economics.

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