Social Image and Economic Behavior in the Field: Identifying, Understanding and Shaping Social Pressure
Many people care about how they are perceived by those around them. A number of recent field experiments in economics have found that such social image concerns can have powerful effects on a range of behaviors. In this paper, we first review this recent literature aimed at identifying social image concerns or social pressure. We then highlight and discuss two important areas that have been comparatively less well-explored in this literature: understanding social pressure, including the underlying mechanisms, and whether such pressure can be shaped or influenced.
We would like to thank Georgy Egorov, Ricardo Perez-Truglia, Gautam Rao, Andrei Shleifer and Noam Yuchtman for helpful comments and suggestions, and Misha Galashin for excellent research assistance. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.
Leonardo Bursztyn & Robert Jensen, 2017. "Social Image and Economic Behavior in the Field: Identifying, Understanding, and Shaping Social Pressure," Annual Review of Economics, vol 9(1), pages 131-153. citation courtesy of