This research shows Amazon’s concerns about the impact of AmazonSmile, its charity donation program, were misguided.
, we explored whether these giving-by-proxy programs, beyond their direct impact, might inspire consumers and employees to engage in other prosocial behaviors down the line. For example, after participating in giving-by-proxy experiences, might consumers and employees be more likely to make charitable donations outside of the giving-by-proxy setting?
In a fourth experiment, we instead attempted to mirror giving-by-proxy programs in consumer contexts. We recruited participants to view a selection of products from Amazon and choose one product to purchase. In the giving-by-proxy condition, participants were linked to products on AmazonSmile . In the control condition, participants were linked to the same products, but on the standard Amazon platform, where they did not read anything about AmazonSmile.
This work suggests that, beyond its direct impact, AmazonSmile may have indirectly inspired consumers to behave charitably in other ways. Ethics scholars have recently made afor treating moral decision-making as a design problem, suggesting that policymakers and organizational leaders should work to create contexts that encourage ethical action.
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