The Identified Donor Effect: Disclosure of the Donor’s Name Shapes the Recipient’s Behavior
研究发现，当捐赠者姓名被披露时，受赠者会调整自身行为以更符合捐赠的总体目标，这是因为姓名披露增强了捐赠者身份的凸显性，进而提升了受赠者的义务感。
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.