Department of Economics, University of Chicago, Chicago, IL, USA.
National Bureau of Economic Research, Cambridge, MA, USA.
Nat Hum Behav. 2021 Oct;5(10):1339-1348. doi: 10.1038/s41562-021-01095-8. Epub 2021 Apr 12.
We partnered with Alaska's Pick.Click.Give. programme to implement a statewide natural field experiment with 540,000 Alaskans designed to examine two of the main motivations for charitable giving: concerns for the benefits to self (impure altruism or 'warm glow') or concerns for the benefits to others (pure altruism). Our empirical results highlight the relative importance of appeals to self: individuals who received such an appeal were 6.6% more likely to give and gave 23% more than counterparts in the control group. Yet, a message that instead appealed to recipient benefits (motivated by altruism) had no statistically significant effect on average donations relative to the control group. We also find evidence of long-run effects of warm-glow appeals in the subsequent year. Our results have import for theoreticians and empiricists interested in modelling charitable giving as well as practitioners and policymakers.
我们与阿拉斯加的 Pick.Click.Give. 项目合作，在全州范围内开展了一项自然实地实验，共有 54 万名阿拉斯加人参与，旨在检验慈善捐赠的两个主要动机：对自身利益的关注（不纯利他主义或“温暖光辉”）或对他人利益的关注（纯粹利他主义）。我们的实证结果突出了对自我诉求的相对重要性：收到此类诉求的个人捐赠的可能性增加了 6.6%，比对照组多捐赠了 23%。然而，与对照组相比，呼吁受赠人利益（受利他主义驱动）的信息对平均捐赠没有统计学上的显著影响。我们还发现了温暖光辉诉求在随后一年产生的长期影响的证据。我们的研究结果对理论家和经验主义者、实践家和政策制定者都具有重要意义，他们都对慈善捐赠的建模感兴趣。
