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Understanding Mechanisms of Persistence in Prosocial Behavior: Evidence from a Large-Scale Field Experiment

Author

Listed:
  • Adrian Bruhin
  • Simon Haenni
  • Lingqing Jiang
  • Adrian Roethlisberger
  • Regula Buchli
  • Beat M. Frey
  • Lorenz Goette

Abstract

We test whether asking individuals to donate blood leads to a persistent change in behavior and examine the underlying mechanism. In a field experiment, we randomize a phone call asking potential blood donors to turn out and follow them over up to 18 months. We observe significant behavioral persistence for at least 1 year. Using naturally occurring adverse weather conditions as a second instrument for donor turnout allows us to distinguish between action-based persistence (or habit formation per Stigler and Becker) and motivation-based persistence. Our results strongly favor action-based persistence as the underlying mechanism.

Suggested Citation

  • Adrian Bruhin & Simon Haenni & Lingqing Jiang & Adrian Roethlisberger & Regula Buchli & Beat M. Frey & Lorenz Goette, 2026. "Understanding Mechanisms of Persistence in Prosocial Behavior: Evidence from a Large-Scale Field Experiment," Journal of Political Economy Microeconomics, University of Chicago Press, vol. 4(1), pages 1-37.
    • Handle: RePEc:ucp:jpemic:doi:10.1086/735782
    DOI: 10.1086/735782
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