Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance
通过歌剧票务平台的在线筹款实验，发现人们为维护自我形象而自我欺骗，且更频繁的筹款请求导致后续季票销售下降，提醒管理者需考虑筹款对核心业务的长期负面影响。
We provide the first field evidence pointing at the role of pure self-image, independent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform, we document how individuals seem to engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fundraising campaign for ticket sales. “Avoiding the ask,” opera customers who faced more insistent online fundraising buy fewer tickets in the following season. Our results suggest that fundraising management should not decide in isolation about their campaigns, even if very successful. Rather, broader operational concerns have to be considered. This paper was accepted by Yan Chen, decision analysis.