{"title":"The Interactive Effect of Incentive Salience and Prosocial Motivation on Prosocial Behavior.","authors":"Y Rin Yoon, Kaitlin Woolley","doi":"10.1177/09567976241234560","DOIUrl":null,"url":null,"abstract":"<p><p>Charities often use incentives to increase prosocial action. However, charities sometimes downplay these incentives in their messaging (pilot study), possibly to avoid demotivating donors. We challenge this strategy, examining whether increasing the salience of incentives for prosocial action can in fact motivate charitable behavior. Three controlled experiments (<i>N</i> = 2,203 adults) and a field study with an alumni-donation campaign (<i>N</i> = 22,468 adults) found that more (vs. less) salient incentives are more effective at increasing prosocial behavior when prosocial motivation is low (vs. high). This is because more (vs. less) salient incentives increase relative consideration of self-interest (vs. other-regarding) benefits, which is a stronger driver of behavior at low (vs. high) levels of prosocial motivation. By identifying that prosocial motivation moderates the effect of incentive salience on charitable behavior, and by detailing the underlying mechanism, we advance theory and practice on incentive salience, motivation, and charitable giving.</p>","PeriodicalId":20745,"journal":{"name":"Psychological Science","volume":" ","pages":"390-404"},"PeriodicalIF":4.8000,"publicationDate":"2024-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Psychological Science","FirstCategoryId":"102","ListUrlMain":"https://doi.org/10.1177/09567976241234560","RegionNum":1,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2024/3/13 0:00:00","PubModel":"Epub","JCR":"Q1","JCRName":"PSYCHOLOGY, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 0
Abstract
Charities often use incentives to increase prosocial action. However, charities sometimes downplay these incentives in their messaging (pilot study), possibly to avoid demotivating donors. We challenge this strategy, examining whether increasing the salience of incentives for prosocial action can in fact motivate charitable behavior. Three controlled experiments (N = 2,203 adults) and a field study with an alumni-donation campaign (N = 22,468 adults) found that more (vs. less) salient incentives are more effective at increasing prosocial behavior when prosocial motivation is low (vs. high). This is because more (vs. less) salient incentives increase relative consideration of self-interest (vs. other-regarding) benefits, which is a stronger driver of behavior at low (vs. high) levels of prosocial motivation. By identifying that prosocial motivation moderates the effect of incentive salience on charitable behavior, and by detailing the underlying mechanism, we advance theory and practice on incentive salience, motivation, and charitable giving.
期刊介绍:
Psychological Science, the flagship journal of The Association for Psychological Science (previously the American Psychological Society), is a leading publication in the field with a citation ranking/impact factor among the top ten worldwide. It publishes authoritative articles covering various domains of psychological science, including brain and behavior, clinical science, cognition, learning and memory, social psychology, and developmental psychology. In addition to full-length articles, the journal features summaries of new research developments and discussions on psychological issues in government and public affairs. "Psychological Science" is published twelve times annually.