The “dueling preferences approach”—which frames prosocial giving (e.g., small donations and tips) as a choice between two options (e.g., summer vs. winter)—increases giving compared to a standard giving appeal. Dueling preferences boosts prosocial gifts by providing consumers with the opportunity to self-express valued identities or preferences. This approach is most effective at increasing giving (a) when you provide dueling options (vs. a single option), (b) when you choose expressive options, and (c) among target populations that particularly enjoy self-expression and/or in environments in which people crave self-expression.

1. Implementing the
“dueling preferences” approach
to increase prosocial giving
From: Rifkin, Du, and Berger (2020)

2. Dueling Preferences Approach
• Rather than simply asking people to tip (i.e., a standard appeal), some cafés
have started to frame tipping as a choice between two options (e.g., cats vs.
dogs)—“dueling preferences”.
• Similarly, rather than simply asking people to donate, some charitable
organizations have started to frame small donation opportunities as a choice
between two options.
From: Rifkin, Du, and Berger (2020)

3. From: Rifkin, Du, and Berger (2020)

4. Increases Tips
A field experiment in a café revealed
that, compared to a standard tip
appeal, dueling preferences led
more customers to tip (77.3% vs.
40.9%) and more than doubled the
total amount of tips raised during a
business day.
Increases Donations
An online experiment revealed that,
compared to a standard donation
appeal, dueling preferences led
more people to donate (54.0% vs.
37.4%) and increased the total
amount donated by 28%.
From: Rifkin, Du, and Berger (2020)
Does this approach increase giving?
Evidence:

5. Why does this approach increase giving?
• On average, people enjoy and have an intrinsic desire to express who they
are.
• Because people find self-expression fundamentally desirable, they are
willing to pay to engage in it.
• Thus, dueling preferences boosts prosocial gifts by providing consumers
with the opportunity to self-express valued identities or preferences.
From: Rifkin, Du, and Berger (2020)
Dueling Preferences
Approach
(vs. standard appeal)
Increased
Opportunity for
Self-Expression
Increased Prosocial
Giving
(e.g., tips and small
donations)

6. From: Rifkin, Du, and Berger (2020)
Effective Implementation
Choose expressive options
• The presence of dueling options alone
is not effective. The options have to be
perceived as relevant and thus provide
a valuable opportunity for expression.
• For example, a chocolate vs. vanilla
duel would be more effective than an A
vs. B duel, because flavor preferences
are perceived as more self-expressive
than letter preferences.
Consider your population and
environment
• Dueling options are most effective
among target populations that
particularly enjoy self-expression and/or
in environments in which people crave
self-expression.
• For example, this approach would be
most effective in cultures or
neighborhoods that are particularly
interested in self-expression.