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Influence Motives in Social Signaling: Evidence from COVID-19 Vaccinations in Germany

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  • Emilio Esguerra
  • Leonhard Vollmer
  • Johannes Wimmer

Abstract

We investigate whether a desire to influence others' choices affects our own behavior. To separate such influence motives from social pressure, we study participants' willingness to register for a COVID-19 vaccination in a field experiment in Germany. We vary whether participants' registration decisions are shared with a peer, to activate social pressure, and whether peers are informed before their own decision, to isolate influence motives. We find that influence motives double participants' registration likelihood, an effect driven by individuals with ex ante trust in the vaccine. Despite anticipating to influence their peers, participants cannot alter peer behavior in the experiment.

Suggested Citation

  • Emilio Esguerra & Leonhard Vollmer & Johannes Wimmer, 2023. "Influence Motives in Social Signaling: Evidence from COVID-19 Vaccinations in Germany," American Economic Review: Insights, American Economic Association, vol. 5(2), pages 275-291, June.
    • Handle: RePEc:aea:aerins:v:5:y:2023:i:2:p:275-91
    DOI: 10.1257/aeri.20220163
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    References listed on IDEAS

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    1. Manuel Foerster & Joël J van der Weele, 2021. "Casting Doubt: Image Concerns and the Communication of Social Impact," The Economic Journal, Royal Economic Society, vol. 131(639), pages 2887-2919.
    2. Karlan, Dean & McConnell, Margaret A., 2014. "Hey look at me: The effect of giving circles on giving," Journal of Economic Behavior & Organization, Elsevier, vol. 106(C), pages 402-412.
    3. Ricardo Perez-Truglia & Guillermo Cruces, 2017. "Partisan Interactions: Evidence from a Field Experiment in the United States," Journal of Political Economy, University of Chicago Press, vol. 125(4), pages 1208-1243.
    4. Leonardo Bursztyn & Robert Jensen, 2015. "How Does Peer Pressure Affect Educational Investments?," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 130(3), pages 1329-1367.
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    Cited by:

    1. Collins, Jason & Denham, Amanda Baptista & Du, Zhuoran & Waller, David, 2024. "A Comment on "Influence Motives in Social Signaling: Evidence from COVID-19 Vaccinations in Germany"," I4R Discussion Paper Series 139, The Institute for Replication (I4R).
    2. Angerer, Silvia & Glätzle-Rützler, Daniela & Lergetporer, Philipp & Rittmannsberger, Thomas, 2024. "Beliefs about social norms and gender-based polarization of COVID-19 vaccination readiness," European Economic Review, Elsevier, vol. 163(C).

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    More about this item

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health

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