o:37498 Pricing asset beyond financial fundamentals: The impact of prosocial preference and image concerns en Abstract This paper examines the effects of two non-financial values—prosocial preferences and image concerns—on the pricing of socially beneficial stocks within experimental asset markets, isolating their effect from those of stocks' financial fundamentals. To this end, we designed a novel laboratory asset market where stocks shared the same fundamental value but varied in their associations with non-financial values. We found that prosocial preferences alone have a minimal impact on the market prices of socially beneficial stocks. However, the presence of image concerns significantly raises the market price of socially beneficial stocks. Additionally, under this condition, individuals trade these stocks at high prices regardless of their level of non-financial values. To benchmark the effect of non-financial values on stock valuation at the individual level, we conducted a parallel non-market experiment incorporating the same decision factors. In this non-market setting, prosocial preferences alone positively impacted stock reservation prices, and the addition of image concerns further increased these prices. Keywords: ESG, Sustainable finance, Pro-social preferences, Image concerns, Experimental asset markets 1552099 10.1016/j.jedc.2024.105004 1552101 0165-1889 2026-01-20T11:09:10.671Z 44 no 46 Dragana Draganac Univerzitet u Beogradu Ekonomski fakultet 0000-0002-8605-8881 Kelin Lu person application/pdf 3589844 https://phaidrabg.bg.ac.rs/o:37498 no yes 1 70 92000001 11A03 Journal of Economic Dynamics and Control 170 January 105004 2025