Pro-social behaviour and social networks in charitable giving : a field experiment in NTU.

Abstract

Pro-social behaviour consists of actions which benefit other people or society as a whole. Instances of this may be helping, sharing, donating and volunteering. A field experiment was conducted, and this paper confirms that pro-social behaviour prevails in the presence of high levels of social information and pressure. It is observed that donors subjected to high social information donated more than those who were subjected to low levels of social information. It is also confirmed that the probability of donation was also higher when donors were subjected to high levels of social information.