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Testing consumer theory: evidence from a natural field experiment.

Maja Adena1, Steffen Huck1,2, Imran Rasul2

  • 11WZB, Berlin, Germany.

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Summary

This study on charitable giving found that most individuals’ donation behavior aligns with neoclassical economic models. Their choices demonstrate utility maximization, consistent with rational preferences for consumption and giving.

Keywords:
Natural field experimentRevealed preference

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Area of Science:

  • Behavioral Economics
  • Microeconomics
  • Experimental Economics

Background:

  • Neoclassical economic models assume rational utility maximization.
  • Understanding individual decision-making in charitable giving is crucial for economic theory.
  • Field experiments offer realistic insights into economic behavior.

Purpose of the Study:

  • To test whether individual behavior in charitable giving is consistent with neoclassical utility maximization.
  • To examine both the decision to give (extensive margin) and the amount given (intensive margin).

Main Methods:

  • A natural field experiment was conducted focusing on charitable donations.
  • Observed individual giving behavior and consumption patterns.
  • Applied the axioms of revealed preference to analyze choices.

Main Results:

  • At least 80% of individuals' behavior was consistent with the neoclassical model.
  • Behavior was rationalized on both the extensive (giving or not) and intensive (how much) margins.
  • Demonstrated that preferences over consumption and charitable contributions satisfy revealed preference axioms.

Conclusions:

  • Individual charitable giving behavior largely supports standard neoclassical choice models.
  • The findings validate the applicability of utility maximization theory to real-world giving decisions.
  • Economic rationality extends to altruistic behaviors, aligning with theoretical predictions.