Understanding Mechanisms of Persistence in Prosocial Behavior: Evidence from a Large-Scale Field Experiment

Adrian Bruhin, Simon Haenni, Lingqing Jiang, Adrian Roethlisberger, Regula Buchli, Beat M. Frey and Lorenz Goette

Journal of Political Economy Microeconomics, 2026, vol. 4, issue 1, 1 - 37

Abstract: We test whether asking individuals to donate blood leads to a persistent change in behavior and examine the underlying mechanism. In a field experiment, we randomize a phone call asking potential blood donors to turn out and follow them over up to 18 months. We observe significant behavioral persistence for at least 1 year. Using naturally occurring adverse weather conditions as a second instrument for donor turnout allows us to distinguish between action-based persistence (or habit formation per Stigler and Becker) and motivation-based persistence. Our results strongly favor action-based persistence as the underlying mechanism.

Date: 2026
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