| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w21704 |
| 来源ID | Working Paper 21704 |
| Mobile Messaging for Offline Group Formation in Prosocial Activities: A Large Field Experiment | |
| Tianshu Sun; Guodong (Gordon) Gao; Ginger Zhe Jin | |
| 发表日期 | 2015-11-09 |
| 出版年 | 2015 |
| 语种 | 英语 |
| 摘要 | In this paper, we use mobile messaging to leverage recipients’ social ties and encourage offline prosocial activities in groups. In particular, we conduct a randomized field experiment with 80,000 blood donors and study how behavioral interventions and economic rewards motivate offline group formation. We find that two commonly used interventions—reminder messages and individual reward—are ineffective in motivating group formation because they do not compensate donors for the cost of bringing friends. In contrast, we find that group reward—a new reward that is contingent on a donor bringing a friend—is effective in motivating group formation. Furthermore, group reward tends to attract different types of donors, especially those who are traditionally less active in online social settings but have more local social ties. Structural estimation further reveals the underlying mechanisms, suggesting that group reward is four times more cost-effective than individual reward in driving total donation. Our study suggests that motivating offline group formation is a promising approach to boost prosocial activities. |
| 主题 | Microeconomics ; Economics of Information ; Health, Education, and Welfare ; Health |
| URL | https://www.nber.org/papers/w21704 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/579379 |
| 推荐引用方式 GB/T 7714 | Tianshu Sun,Guodong ,Ginger Zhe Jin. Mobile Messaging for Offline Group Formation in Prosocial Activities: A Large Field Experiment. 2015. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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