Active decisions and pro-social behavior : a field experiment on blood donation

In this paper, we propose a decision framework where people are individually asked to either actively consent or dissent to some pro-social behavior. We hypothesize that confronting individuals with the choice of engaging in a specific pro-social behavior contributes to the formation of issue-specific altruistic preferences while simultaneously involving a commitment. The hypothesis is tested in a large-scale field experiment on blooddonation. We find that this "active-decision" intervention substantially increases the actual donation behavior of people who have not fully formed references beforehand.