让有钱有势的人给予

Judd B. Kessler, Katherine L. Milkman, C. Y. Zhang
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引用次数: 28

摘要

是什么促使有钱有势的人表现出慷慨?我们在一个大型的野外实验中探讨了这个重要的问题。我们向一所常春藤盟校的32,174名校友募捐,其中包括数千名有钱有势的校友。与过去的心理学研究一致,我们发现有钱有势的人对捐赠资金的使用有一种代理感的反应非常强烈,而且与其他人不同。当有钱有势的校友被赋予代理意识时,他们的礼物会增加100%-350%。这种反应主要发生在密集的边缘,对捐赠的可能性没有影响。结果表明,激励有钱有势的人采取行动可能需要量身定制的干预措施。这篇论文被行为经济学的Uri Gneezy接受。
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Getting the Rich and Powerful to Give
What motivates the rich and powerful to exhibit generosity? We explore this important question in a large field experiment. We solicit donations from 32,174 alumni of an Ivy League university, including thousands of rich and powerful alumni. Consistent with past psychology research, we find that the rich and powerful respond dramatically, and differently than others, to being given a sense of agency over the use of donated funds. Gifts from rich and powerful alumni increase by 100%–350% when they are given a sense of agency. This response arises primarily on the intensive margin with no effect on the likelihood of donating. Results suggest that motivating the rich and powerful to act may require tailored interventions. This paper was accepted by Uri Gneezy, behavioral economics.
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