The double dividend of social information in charitable giving: Evidence from a framed field experiment

Signaling, as well receiving social information on charitable giving, is known to stimulate individuals’ donation. In this respect, we conduct a framed field experiment analyze the interplay between signaling or and donors’ inherent level of altruism. Intuitively, respondents with high altruism donate significantly more than those lower level. addition, find that having chance set positive example being exposed such enhances whereas opportunity image alone does not. Furthermore, setting yields highest donation rate among altruism, while low The effect overall donations by confronting participants descriptive norm (i.e., previous donations) stronger for leading an alignment both types donors. These heterogeneous results suggest adapting appeals potential levels has increase efficiency campaigns.