Eliciting moral preferences under image concerns: Theory and experiment

We analyze how the impact of image motives on behavior varies with two key features of the choice mechanism: single versus multiple decisions, and certainty versus uncertainty of consequences. Using direct elicitation (DE) versus multiple-price-list (MPL) or equivalently Becker-DeGroot-Marschak (BDM) schemes as exemplars, we develop a game-theoretic model to characterize how image-seeking inflates prosocial giving. The signaling bias (relative to true preferences) is shown to depend on the interaction between elicitation method and visibility level: it is greater under DE for low image concerns, and greater under MPL/BDM for high ones. We experimentally test the model’s predictions and find the predicted crossing effect.