The Limits of Social Recognition: Experimental Evidence from Blood Donors
Does social recognition motivate prosocial individuals? We run large-scale experiments at Italy's main blood donors association, evaluating social recognition through social media and peer groups against a simple ask to donate. Across several studies, we find that the simple ask is at least as effective as offering social recognition. In a survey experiment with blood donors we show that socially recognized donations signal not only altruism but also image-seeking. This can lead to social recognition being less effective, or even counterproductive, when offered to those who are already perceived as good citizens.
Keywords:
Prosocial behavior blood donations social recognition observability natural field experiment social media WhatsApp
Prosocial behavior blood donations social recognition observability natural field experiment social media WhatsApp