A field experiment (N=113,047 participants) manipulated two factors in the sale of souvenir photos. First, some customers saw a traditional fixed price, whereas others could pay what they wanted (including $0). Second, approximately half of the customers saw a variation in which half of the...

Building on previous research in economics and psychology, we propose that the costliness of initial prosocial behavior positively influences whether that behavior leads to consistent future behaviors. We suggest that costly prosocial behaviors serve as a signal of prosocial identity and that...

Four field experiments examined the quantitative and qualitative forces influencing behaviors under consumer elective pricing called “shared social responsibility” (SSR, Gneezy, Gneezy, Nelson, & Brown, 2010). Under SSR consumers can pay what they want and a percentage of their payment goes...