It's Not You (Well, it is a Bit You), It's Me: Self- Versus Social Image in Warm-Glow Giving

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.

Keywords: C90, D91, H40