Incentivized Persuaders Are Less Effective: Evidence From Fundraising Experiments

Alixandra Barasch, University of Pennsylvania, USA
Jonathan Z. Berman, University of Pennsylvania, USA
Deborah A. Small, University of Pennsylvania, USA
In a two-part study, we find that incentivizing individuals to recruit donations affects prosocial outcomes in ways not previously investigated: by crowding out sincerity of expression and thus charity appeals’ effectiveness. Incentives impede individuals’ ability to communicate genuine concern for a cause, which leads donors to be less generous.
[ to cite ]:
Alixandra Barasch, Jonathan Z. Berman, and Deborah A. Small (2014) ,"Incentivized Persuaders Are Less Effective: Evidence From Fundraising Experiments", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 405-405.