Avoiding the Ask: A Field Experiment on Altruism, Empathy, and Charitable Giving
Avoiding the Ask: A Field Experiment on Altruism, Empathy, and Charitable Giving
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DOI：
10.1086/691703
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发表时间：
2017-06-01
影响因子：
8.2
通讯作者：
Trachtman, Hannah
中科院分区：
文献类型：
--
作者：
Andreoni, James;Rao, Justin M.;Trachtman, Hannah
如果人们喜欢捐赠，那么为什么他们会避开募捐活动呢？在圣诞节期间，我们与救世军合作，进行了一项随机的现场实验，在超市的一个或两个主要入口处放置敲钟人，让人们很容易或很难回避要求。此外，敲钟人要么默不作声，要么说请给。使回避变得困难，既增加了捐赠的比率，也增加了捐赠的比例。矛盾的是，口头要求大大增加了给予，但也导致了戏剧性的回避。我们认为，这说明了对同理心-利他主义联系的复杂认识：人们避免同理心刺激来调节他们的给予和内疚。
If people enjoy giving, then why do they avoid fund-raisers? Partnering with the Salvation Army at Christmastime, we conducted a randomized field experiment placing bell ringers at one or both main entrances to a supermarket, making it easy or difficult to avoid the ask. Additionally, bell ringers either were silent or said please give. Making avoidance difficult increased both the rate of giving and donations. Paradoxically, the verbal ask dramatically increased giving but also led to dramatic avoidance. We argue that this illustrates sophisticated awareness of the empathy-altruism link: people avoid empathic stimulation to regulate their giving and guilt.