Descriptive social norms andcharitable giving: - The power of local norms
2015 (English)Report (Other academic)
By conducting afield experiment, weexaminedwhether conveying descriptive social norms(e.g., “this is what most people do”) leads to morecharitable givingcompared to industry standard appeals.Moreover, we examinedwhether people are more likely to conform to the localnorms of one’s immediate environment than to more global norms extending beyond one’s local environment. University studentsreceiveda charity organization’s information brochureand were asked foramonetary contribution. Anexperimental descriptive norm manipulationwas embedded in the brochure.We found that providing peoplewithdescriptive norms increasedcharitable giving substantiallycompared with industry standard altruistic appeals(controlcondition). Moreover,conveying localnorms were more effectivein increasing charitable givingthan conveying global norms.Practical implications for charity organizations and marketing are proposed
Place, publisher, year, edition, pages
2015. , 20 p.
Working paper series / Linnaeus University Centre for Labour Market and Discrimination Studies, 2015:10
Research subject Social Sciences, Psychology
IdentifiersURN: urn:nbn:se:lnu:diva-50620OAI: oai:DiVA.org:lnu-50620DiVA: diva2:911358