The Left and Right Digit Bias in Charitable Giving
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2024-07-01
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en
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This thesis investigates the effects of presenting suggested amounts with left and right digit bias characteristics on average donations and likelihood to donate are studied. The biases are studied in an experiment where 250 people are offered a choice to donate to a charitable organization. The research finds no significant difference between left digit and right digit suggested amounts for both the average donation and likelihood to donate. In contrast, a significant result is found when looking at the difference between high and low suggested amounts, as subjects are 12% more likely to donate when being presented with a higher suggested amount. For the average donation a trend of an increasing average donation by 39% is found when shifting from lower suggested amounts to higher suggested amounts.
Keywords: Donation, Left Digit Bias, Right Digit Bias, Suggested Amount, Charitable Giving, Warm Glow
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Faculteit der Managementwetenschappen