Providing potential donors with information about the behavior of others (i.e., social information) is an increasingly used strategy to nudge prosocial decision-making. In the present study, we investigated the effect of ingroup vs. outgroup information on participants' charity preferences by applying a Drift Diffusion Model (DDM) approach. In a joint evaluation scenario, we manipulated different levels of ingroup/outgroup preference ratios for two charities within subjects. Every subject was presented with three stimulus types (i.e., high, medium, and low ingroup ratio) randomized in 294 trials divided into six blocks. We expected that for stimuli with a high ingroup/outgroup ratio, participants should more often and faster decide for the ingroup's most favored charity. We expected that the speed of evidence accumulation will be higher the larger the ingroup/outgroup ratio. Additionally, we investigated whether variations in model parameters can explain individual differences in participants' behaviors. Our results showed that people generally followed ingroup members' preferences when deciding for a charity. However, on finding an unexpected pattern in our results, we conducted post-hoc analyses which revealed two different behavioral strategies used by participants. Based on participants' decisions, we classified them into "equality driven" individuals who preferred stimuli with the least difference between ingroup and outgroup percentages or "ingroup driven" individuals who favored stimuli with the highest ingroup/outgroup ratio. Results are discussed in line with relevant literature, and implications for practitioners are given.
Keywords: DDM; charitable donations; conformity; ingroup; outgroup; social information.
Copyright © 2022 Reich, Mahr, Vacondio and Khalid.