DP13078 Social Influence in Prosocial Behavior:Evidence from a Large-Scale Experiment

Author(s): Lorenz Goette, Egon Tripodi
Publication Date: July 2018
Keyword(s): Online Experiment, prosocial behavior, social influence
Programme Areas: Public Economics
Link to this Page: cepr.org/active/publications/discussion_papers/dp.php?dpno=13078

We propose an experiment that prevents social learning and allows to disentangle mechanisms of social influence. Subjects observe another individual's incentives, but not their behavior. We find conformity: when individuals believe that incentives make others contribute more, they also increase their contributions. Conformity is driven by individuals who feel socially close to their partner. However, when incentives don't raise others' contributions, individuals reduce contributions. This pattern cannot be explained by incentive inequality (Breza et al., 2017). We conclude that norm adherence is weakened when incentives are ineffective. Our results show that information about others' economic environment generates social influence