Do prosocial incentives motivate women to set higher goals and improve performance?

We investigate the effect of prosocial rewards on goal-setting and performance of women. We designed an online experiment where participants performed real-effort tasks. In our experimental treatments, participants were asked to set their own goals as to how many tasks they would perform within a fixed time frame. Contrary to previous research indicating that women tend to underperform due to setting lower goals for themselves compared to men, our study demonstrates that when rewards are prosocial, women set challenging, but achievable and their performance improves. Our results suggest that prosocial incentives within the goal-setting scheme can be an effective way to help women improve their performance.