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

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  • 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
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    References listed on IDEAS

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    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.
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    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

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