Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially

  title={Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially},
  author={Dan Ariely and Anat Bracha and Stephan Meier},
  booktitle={SSRN Electronic Journal},
This paper experimentally examines image motivation--the desire to be liked and well regarded by others--as a driver in prosocial behavior (doing good), and asks whether extrinsic monetary incentives (doing well) have a detrimental effect on prosocial behavior due to crowding out of image motivation. Using the unique property of image motivation--its dependency on visibility--we show that image is indeed an important part of the motivation to behave prosocially, and that extrinsic incentives… 

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What's Behind Image? Toward a Better Understanding of Image-Driven Behavior

  • T. Regner
  • Psychology
    Frontiers in Psychology
  • 2021
Controlling for distributional preferences and expectations, the results indicate that moral emotions (guilt and shame) are a significant determinant of pro-social behavior.



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