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D. Ariely, A. Bracha and S. Meier, “Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially,” The American Economic Review, Vol. 99, No. 1, 2009, pp. 544-555. doi:10.1257/aer.99.1.544

has been cited by the following article:

• TITLE: Anonymous Giving as a Vice: An Application of Image Motivation

  AUTHORS: Masaoki Tamura

  KEYWORDS: Giving; Anonymity; Altruism; Image; Fundraising

  JOURNAL NAME: Theoretical Economics Letters, Vol.2 No.4, November 1, 2012

  ABSTRACT: While some donors boast about their giving, others give anonymously. A novel feature of this paper is that anonymity is endogenously controlled by donors themselves, not exogenously controlled by fundraisers. Is anonymous giving really a virtue, as is generally recognised? Paradoxically, this paper proves that anonymity is a vice for fundraisers even if it is what donors desire. If many altruists (a good type) switch from known to anonymous giving, it relatively lowers the group reputation of known donors and enhances that of non-donors. These effects dilute the incentive for other individuals to become known donors, if they have psychological “image motivation”. I suggest a practical method to control the expected number of anonymous donors: fundraisers remove the “check boxes” from their web sites.