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Social image, observer identity, and crowding up

Author

Listed:
  • Asulin, Yamit
  • Heller, Yuval
  • Munichor, Nira
  • Zultan, Ro'i

Abstract

People behave more pro-socially when observed by others. We develop a theoretical model incorporating social distance between agent and observer and test its predictions in a field experiment with 670 high-school students. The experiment manipulated the observer's identity (friend, acquaintance, or none) and capped personal rewards. Observability increased effort, and personal rewards enhanced above-threshold effort when effort was observable. Among young adolescents, these effects were stronger when observed by an acquaintance rather than a friend. While partly exploratory, our findings suggest a positive correlation between social distance and social-image effects.

Suggested Citation

  • Asulin, Yamit & Heller, Yuval & Munichor, Nira & Zultan, Ro'i, 2025. "Social image, observer identity, and crowding up," Games and Economic Behavior, Elsevier, vol. 152(C), pages 37-54.
    • Handle: RePEc:eee:gamebe:v:152:y:2025:i:c:p:37-54
    DOI: 10.1016/j.geb.2025.04.003
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    More about this item

    Keywords

    Social image; Social distance; Field experiment; Crowding up; Prosocial behavior;
    All these keywords.

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers

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