Effects of Eye Images and Norm Cues on Charitable Donation: A Field Experiment in an Izakaya

Laboratory and field experiments have shown that people are more likely to be prosocial in the presence of watching eyes images. This "watching eyes effect'' may be explained by the reputation-based partner choice model or a norm-compliance model suggesting that eye images elicit conformity to locally specific behavioral norms. A previous laboratory study that investigated the effects of local norms on charitable donations by using watching eye images and manipulating money visible in a collection box found that the presence of eye images significantly increased overall donations; however, the images did not make people more likely to conform to the apparent local norm. Here, we report the results of a field study examining the effects of watching eyes and the amount of money in transparent collection boxes on charitable giving in an izakaya ( a Japanese-style tavern) setting. Contrary to the previous study, we found that the amount donated increased more under the large-than the small-norm treatment. The presence of eye images increased the overall amount donated but was more salient under the small-norm treatment. We found that participants were more likely to increase the amount of money in the box than to conform to the local norm of a small donation when the eye images were present. The results of this study suggest that an appropriate combination of eye images and normative information can alter people's behavior without changing their economic incentives.