IDEAS home Printed from https://ideas.repec.org/p/mos/moswps/2021-04.html
   My bibliography  Save this paper

It’s not you (well it is a bit you), it’s me: Self- versus social image in warm-glow giving

Author

Listed:
  • Philip J. Grossman

    (Monash University)

  • Jonathan Levy

    (Monash University)

Abstract

Attempts by charities to motivate giving tend to focus on potential donors' altruistic tendencies. However, prior research suggests that approximately 50% of individuals are to some extent motivated by warm glow, the satisfaction received from the act of giving. The satisfaction derives from looking good to themselves (self-image) and/or to others (social image). We conduct an online experiment with a more realistic simulation of being watched to determine the importance of self- and social image to warm-glow giving. We find that self-image is important for the act of giving; social image significantly increases average giving. Our results suggest that charities looking to increase their donor bases might effectively do so by focusing on self-image concerns. Charities wishing to increase the amount donated might effectively do so by focusing on the social image concerns of the donor. We find evidence of reactance among a subsample of those experiencing the watching eyes.

Suggested Citation

  • Philip J. Grossman & Jonathan Levy, 2021. "It’s not you (well it is a bit you), it’s me: Self- versus social image in warm-glow giving," Monash Economics Working Papers 2021-04, Monash University, Department of Economics.
    • Handle: RePEc:mos:moswps:2021-04
    as

    Download full text from publisher

    File URL: http://monash-econ-wps.s3-ap-southeast-2.amazonaws.com/RePEc/mos/moswps/2021-04.pdf
    Download Restriction: no
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. Tonin, Mirco & Vlassopoulos, Michael, 2013. "Experimental evidence of self-image concerns as motivation for giving," Journal of Economic Behavior & Organization, Elsevier, vol. 90(C), pages 19-27.
    2. , & ,, 2012. "Ashamed to be selfish," Theoretical Economics, Econometric Society, vol. 7(1), January.
    3. Andreoni, James, 1989. "Giving with Impure Altruism: Applications to Charity and Ricardian Equivalence," Journal of Political Economy, University of Chicago Press, vol. 97(6), pages 1447-1458, December.
    4. Andreoni, James, 1990. "Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving?," Economic Journal, Royal Economic Society, vol. 100(401), pages 464-477, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andreoni, James & Serra-Garcia, Marta, 2021. "Time inconsistent charitable giving," Journal of Public Economics, Elsevier, vol. 198(C).
    2. Valeria Fanghella & Lisette Ibanez & John Thøgersen, 2025. "What you don't know, can't hurt you: Avoiding donation requests for environmental causes," Post-Print hal-04982503, HAL.
    3. Mirco Tonin & Michael Vlassopoulos, 2014. "An experimental investigation of intrinsic motivations for giving," Theory and Decision, Springer, vol. 76(1), pages 47-67, January.
    4. Valeria Fanghella & Lisette Ibanez & John Thøgersen, 2025. "What you don't know, can't hurt you: Avoiding donation requests for environmental causes," Grenoble Ecole de Management (Post-Print) hal-04982503, HAL.
    5. Saito, Kota, 2015. "Impure altruism and impure selfishness," Journal of Economic Theory, Elsevier, vol. 158(PA), pages 336-370.
    6. Fang, Xing, 2022. "Why we hide good deeds? The selfless and anonymous donation behavior in crowdfunding," Technology in Society, Elsevier, vol. 71(C).
    7. Sautua, Santiago I., 2022. "Donation requests following a pay rise," Journal of Economic Psychology, Elsevier, vol. 90(C).
    8. Nathan W. Chan & Stephen Knowles & Ronald Peeters & Leonard Wolk, 2024. "Measuring strength of altruistic motives," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 10(2), pages 595-602, December.
    9. Gangadharan, Lata & Grossman, Philip J. & Xue, Nina, 2023. "Using willingness to pay to measure the strength of altruistic motives," Economics Letters, Elsevier, vol. 226(C).
    10. Yosuke Hashidate, 2018. "Social Image Concern and Reference Point Formation," CIRJE F-Series CIRJE-F-1085, CIRJE, Faculty of Economics, University of Tokyo.
    11. Grodeck, Ben & Grossman, Philip J., 2024. "Instantaneous positive reinforcement does not increase donations: Evidence from online experiments," Journal of Economic Behavior & Organization, Elsevier, vol. 222(C), pages 446-460.
    12. Shachar Kariv & Daniel Lee & John List & Michael Price, 2016. "The Richness of Giving: Charity Selection and Charitable Gifts in a Large Field Experiment," Artefactual Field Experiments 00559, The Field Experiments Website.
    13. repec:ebl:ecbull:v:4:y:2006:i:33:p:1-7 is not listed on IDEAS
    14. Dwenger, Nadja & Kleven, Henrik & Rasul, Imran & Rincke, Johannes, 2014. "Extrinsic vs Intrinsic Motivations for Tax Compliance. Evidence from a Randomized Field Experiment in Germany," VfS Annual Conference 2014 (Hamburg): Evidence-based Economic Policy 100389, Verein für Socialpolitik / German Economic Association.
    15. Nikolova, Milena & Roman, Monica & Zimmermann, Klaus F., 2017. "Left behind but doing good? Civic engagement in two post-socialist countries," Journal of Comparative Economics, Elsevier, vol. 45(3), pages 658-684.
    16. C. Mónica Capra & Bing Jiang & Yuxin Su, 2022. "Do pledges lead to more volunteering? An experimental study," Economic Inquiry, Western Economic Association International, vol. 60(1), pages 87-100, January.
    17. Cristiano Cechella, 2011. "The Influence Of Cultural Affinity For The Boost Of Brazilian Investment In Portugal," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(1), pages 59-72, June.
    18. D. Sirin Saracoglu & Terry L. Roe, 2004. "Rural-urban Migration and Economic Growth in Developing Countries," 2004 Meeting Papers 241, Society for Economic Dynamics.
    19. Pilar Useche, 2016. "Who Contributes to the Provision of Public Goods at the Community Level? The Case of Potable Water in Ghana," Development Policy Review, Overseas Development Institute, vol. 34(6), pages 869-888, November.
    20. Dean Karlan & John A List, 2012. "How Can Bill and Melinda Gates Increase Other People’s Donations to Fund Public Goods?," Working Papers id:4880, eSocialSciences.
    21. Keval Amin & Erica Harris, 2022. "The Effect of Investor Sentiment on Nonprofit Donations," Journal of Business Ethics, Springer, vol. 175(2), pages 427-450, January.

    More about this item

    Keywords

    self-image; social image; altruism; warm glow; experiment;
    All these keywords.

    JEL classification:

    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • H40 - Public Economics - - Publicly Provided Goods - - - General

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mos:moswps:2021-04. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Simon Angus (email available below). General contact details of provider: https://edirc.repec.org/data/dxmonau.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.