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Eliciting Moral Preferences Under Image Concerns: Theory and Evidence

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  • Roland Bénabou

  • Armin Falk

  • Luca Henkel

  • Jean Tirole

Abstract

We analyze how the impact of image motives on behavior varies with two key features of the choice mechanism: single versus multiple decisions, and certainty versus uncertainty of consequences. Using direct elicitation (DE) versus multiple-price-list (MPL) or equivalently Becker-DeGroot-Marschak (BDM) schemes as exemplars, we characterize how image-seeking inflates prosocial giving. The signaling bias (relative to true preferences) is shown to depend on the interaction between elicitation method and visibility level: it is greater under DE for low image concerns, and greater under MPL/BDM for high ones. We experimentally test the model’s predictions and find the predicted crossing effect.

Suggested Citation

  • Roland Bénabou & Armin Falk & Luca Henkel & Jean Tirole, 2023. "Eliciting Moral Preferences Under Image Concerns: Theory and Evidence," CRC TR 224 Discussion Paper Series crctr224_2023_441, University of Bonn and University of Mannheim, Germany.
    • Handle: RePEc:bon:boncrc:crctr224_2023_441
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    File URL: https://www.crctr224.de/research/discussion-papers/archive/dp441
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    References listed on IDEAS

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    1. Simonson, Itamar, 1989. "Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 158-174, September.
    2. Starmer, Chris & Sugden, Robert, 1991. "Does the Random-Lottery Incentive System Elicit True Preferences? An Experimental Investigation," American Economic Review, American Economic Association, vol. 81(4), pages 971-978, September.
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    Cited by:

    1. Ingela Alger & José Ignacio Rivero-Wildemauwe, 2024. "Doing the right thing (or not) in a lemons-like situation: on the role of social preferences and Kantian moral concerns," Working Papers hal-04578697, HAL.
    2. Alger, Ingela & Rivero-Wildemauwe, José Ignacio, 2024. "Does a veil of ignorance trigger the inner Kantian in us?," IAST Working Papers 24-161, Institute for Advanced Study in Toulouse (IAST), revised Nov 2025.

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    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D62 - Microeconomics - - Welfare Economics - - - Externalities
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D78 - Microeconomics - - Analysis of Collective Decision-Making - - - Positive Analysis of Policy Formulation and Implementation

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