‘Three is better than two’: Increasing donations with the attraction effect

Five experiments (N_total = 2,503) tested the attraction effect and its boundary conditions in the context of helping behaviour. Participants could choose one donation appeal in a set of either two or three alternatives. The three alternatives set included a decoy – an alternative that resembled but was clearly inferior to a target (i.e., the most beneficial) alternative. A clear and consistent pattern emerged: Participants chose the target alternative more frequently and perceived it as more beneficial (and somewhat less costly) when the decoy was present compared to when it was absent. This finding was robust when the attribute ratings of the alternatives were unclear, when the target alternative offered a bundle of unrelated products, and when participants could refrain from donating altogether, or contribute any amount they wished. Our findings offer concrete and simple strategies that charities can implement at zero cost to increase giving and the perceived benefits that people’s good deed bring about to those in need.     

Tracing the Gender Gap in Political Interest Over the Life Span: A Panel Analysis

Despite recent advances in gender equality in political representation and the availability of resources, this article shows that there is a persistent gender gap in declared political interest over the life cycle. Using evidence from the British Household Panel Survey (BHPS), we track the gender gap through the life span of citizens. At age 15, there is already a substantial gender gap of 20 percentage points in the probability of respondents reporting being politically interested, pointing to gendered socialization processes as the key explanation for such differences. In the following 10 years, as people develop into adults and unravel their political orientations, the extent of the gender gap continues to grow by about 10 additional percentage points. Following these formative years, attitudes crystallize and so does the gender gap, remaining at the same size (around 30 percentage points of difference between women and men) over the life course. These findings suggest that the development of gender roles during early childhood is a crucial phase in the source of the gender gap, deserving further attention from scholars.