Pledges and how social influence shapes their effectiveness

authored by

Ann Kathrin Koessler

Abstract

Pledges are used to signal the intention to act in a socially desirable way. In this study, we examine what role social influence plays in the decision to pledge. In a laboratory experiment, subjects can make a pledge to contribute to a public good in the socially optimal way. Across treatment conditions, we vary the way in which the pledges are elicited. Hence, the degree of social influence on pledge-making is manipulated and its impact can be examined. We find that when individuals are aware that the majority of other subjects decided to pledge, they are likely to conform and also make the pledge. The emergence of such a critical mass can be stimulated by (institutional) design, namely by determining the elicitation order on the basis of previous behavior. Overall, this commitment nudge is effective. Both socially-oriented and previously not socially-oriented subjects modify their behavior after the pledge.

Organisation(s)

Institute of Environmental Planning
Environmental Behaviour and Planning

External Organisation(s)

Osnabrück University
London School of Economics and Political Science

Type

Article

Journal

Journal of Behavioral and Experimental Economics

Volume

98

ISSN

2214-8043

Publication date

06.2022

Publication status

Published

Peer reviewed

Yes

ASJC Scopus subject areas

Applied Psychology, Economics and Econometrics, Social Sciences(all)

Electronic version(s)

http://eprints.lse.ac.uk/114538/1/1_s2.0_S2214804322000246_main.pdf (Access: Open)
https://doi.org/10.1016/j.socec.2022.101848 (Access: Open)