| At least since Veblen (1899), economists have proposed that people do good because they desire "social approval" and want to look good in front of others. Evidence from the laboratory supports this claim, but is difficult to generalize due to the unrealistic degree of scrutiny in a laboratory environment. I administer a field experiment to test the potency of social approval in a realistic and policy relevant setting. In the experiment I solicit 7893 customers of a large electric utility for a program that helps prevent blackouts. I vary whether their decision to participate in the program is revealed to their neighbors. Customers whose decision is revealed are 1.5% more likely to sign up than those whose decision is anonymous when their decision is framed as a contribution to a public good. Social approval increases participation more than offering subjects a... |
