Self-Signaling and the Anonymity Norm: A Quasi-Natural Field Experiment on Identity-Based Altruism

Contrary to standard models of indirect reciprocity, Muslim donors prefer anonymous donations and out-group causes rather than public and in-group ones. This study investigates the Western context. It examines whether the self-signaling behavior of Western Muslim donors is inhibited by religious anonymity norms or by the identity of the beneficiary group. Through a quasi-natural field experiment conducted in several Italian Islamic Cultural Centers, subjects participate in public good contributions in either an anonymous or an innovative semi-public condition. The latter allows for self-signaled donations, which are made public only to local leaders. In line with previous field studies, anonymous donations are the most preferred. However, the highest intensity of anonymous donations occurs when donors can signal their charitable acts, compared to those made in anonymous settings where signaling is not possible. Furthermore, self-signaled donations primarily benefit local Islamic Cultural Centers, thus being in-group rather than out-group oriented.