The Identified Donor Effect: Disclosure of the Donor’s Name Shapes the Recipient’s Behavior

Journal of Consumer Psychology · 2022 · Volume 32 · Issue 2

Abstract

Previous research on charitable donations has examined the costs and benefits of anonymity from the perspectives of donors and charities. However, it is unclear how anonymity affects the recipients of a donation. This research examines how donor name disclosure affects recipients’ behaviors. The findings demonstrate that recipients of donations from named individuals (vs. recipients of anonymous donations) tend to regulate their behaviors to be more in line with the general goal of the donation. This occurs because name disclosure increases the salience of the donor’s identity in the mind of the recipient, which in turn leads to an increased feeling of obligation. Six lab and online studies (including two preregistered studies) and one field study assess this effect. The implications of these findings for charities, individual donors, and public policymakers are discussed.

Keywords

Anonymity, Charitable donations, Decision-making, Name disclosure, Obligation

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