In a series of experiments led by NYU psychologist Peter Gollwitzer, people who went public with their intentions to engage in an identity-relevant behavior were significantly less likely to engage in the behavior than people who kept their intentions private. When people made their identity plans known to others, they were able to claim the identity without actually following through on the behavior. By signing the kindness pledge, Harvard students would be able to establish an image as givers without needing to act like givers.
