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Testing for altruism and social pressure in charitable giving
Stefano DellaVigna1, John A List, Ulrike Malmendier
1University of California, Berkeley, and National Bureau of Economic Research.
The Quarterly Journal of Economics
|March 27, 2012
Summary
Many Americans donate to charity, but not always willingly. This study reveals social pressure significantly influences charitable giving, sometimes reducing donor utility.
Area of Science:
- Behavioral Economics
- Social Psychology
Background:
- Charitable giving is prevalent, yet motivations are complex, involving genuine altruism and social pressure.
- Understanding the drivers of prosocial behavior is crucial for evaluating its impact on individual welfare.
Observation:
- A field experiment tested household responses to door-to-door solicitations with advance notice flyers.
- Households receiving flyers were less likely to answer the door, and significantly less likely to donate if a 'Do Not Disturb' option was available.
Findings:
- Advance notice reduced door openings by 9-25%.
- The 'Do Not Disturb' option decreased donations by 28-42%, particularly for small amounts (<$10).
- Estimated social pressure costs ranged from $1.40 to $3.80, depending on the charity's location.
Implications:
- Door-to-door fundraising may decrease, rather than increase, donor welfare due to social pressure.
- Insights can inform more ethical and effective charitable solicitation strategies.
- Further research can explore the nuances of social influence in various giving contexts.
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