Social norms and charitable giving

Intervention · Charitable Giving

Applying behavior interventions to include charity giving in will

Intervention Description

Although 35% of people indicated that they wanted to leave some money to charity in their will, only a small part of them actually did. Thus, a behavioural intervention was attempted: in one condition people were simply asked whether they wanted to donate to charitable causes in their will; in the second condition they were also given a social norm: “many of the customers like to live money to charity in their will”. Customers in the second treatment included a donation more often than in the first treatment (15,4% vs 10,8%).


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