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What's behind image? towards a better understanding of image-driven behavior

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  • Tobias Regner

    () (FSU Jena)

Abstract

Our experimental design systematically varies image concerns in a dictator/trust game. In comparison to the baseline, we either decrease the role of self-image concerns (by providing an excuse for selfish behavior) or increase the role of social-image concerns (by conveying the transfer choice to a third person). In this set up, we analyze the underlying processes that motivate subjects to give less/more. Controlling for distributional preferences and expectations, our results indicate that moral emotions (guilt and shame) are a significant determinant of pro-social behavior. The disposition to guilt explains giving in the baseline, while it does not when an excuse for selfish behavior exists. Subjects' disposition to shame is correlated to giving when their choice is public and they can be identified.

Suggested Citation

  • Tobias Regner, 2018. "What's behind image? towards a better understanding of image-driven behavior," Jena Economic Research Papers 2018-020, Friedrich-Schiller-University Jena.
  • Handle: RePEc:jrp:jrpwrp:2018-020
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    References listed on IDEAS

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    More about this item

    Keywords

    social preferences; pro-social behavior; experiments; guilt aversion; reciprocity; self-image concerns; social-image concerns; trust game;

    JEL classification:

    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General

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