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Nudging und soziales Engagement: wie kann Nudging dazu beitragen, die Spendenbereitschaft zu erhöhen?

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  • Adena, Maja

Abstract

Nudging hat das Potential, soziales Engagement zu erhöhen. In diesem Beitrag wird ausgehend von einigen Feldexperimenten diskutiert, wie vorgegebene Standards, Anker, Erinnerungen und weitere Methoden des Nudgings die Entscheidung, Geld für wohltätige Zwecke zu spenden, verändern können. So beeinflussen zum Beispiel nicht bindende Empfehlungen bezüglich der Spendenhöhe die Höhe der tatsächlich gespendeten Beträge. Einige Individuen entscheiden sich dann eher dafür, genau den empfohlenen und nicht einen anderen Betrag zu spenden. Dabei erhöhen einige ihre Spende, während andere sie verringern. Außerdem spenden mehr Personen, wenn die Empfehlung relativ niedrig ist, und weniger, wenn sie relativ hoch angesetzt wird. Insgesamt kann es deshalb durch eine empfohlene Spendenhöhe genauso gut zu einer Erhöhung wie zu einer Verringerung des insgesamt erzielten Spendenaufkommens kommen. Im Beitrag wird argumentiert, dass die Entscheidungen für ein bestimmtes Spendendesign nicht einfach sind und den jeweiligen Kontext berücksichtigen sollten. Zuletzt wird darauf hingewiesen, dass es keine „nudgingfreie“ Situation gibt, denn der Status quo, „nicht zu spenden“, ist auch ein Default.

Suggested Citation

  • Adena, Maja, 2018. "Nudging und soziales Engagement: wie kann Nudging dazu beitragen, die Spendenbereitschaft zu erhöhen?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 87(2), pages 139-152.
    • Handle: RePEc:zbw:espost:210672
    DOI: 10.3790/vjh.87.2.139
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    References listed on IDEAS

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    1. Steffen Altmann & Armin Falk & Paul Heidhues & Rajshri Jayaraman & Marrit Teirlinck, 2019. "Defaults and Donations: Evidence from a Field Experiment," The Review of Economics and Statistics, MIT Press, vol. 101(5), pages 808-826, December.
    2. Judd B. Kessler & Alvin E. Roth, 2014. "Getting More Organs for Transplantation," American Economic Review, American Economic Association, vol. 104(5), pages 425-430, May.
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    More about this item

    Keywords

    Charitable giving; field experiments; nudging;
    All these keywords.

    JEL classification:

    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D04 - Microeconomics - - General - - - Microeconomic Policy: Formulation; Implementation; Evaluation
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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