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Descriptive social norms andcharitable giving: -  The power of local norms
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology. (Linnaeus University Centre for Labour Market and Discrimination Studies)ORCID iD: 0000-0001-6134-0058
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology. (Linnaeus University Centre for Labour Market and Discrimination Studies)ORCID iD: 0000-0002-6456-5735
2015 (English)Report (Other academic)
Abstract [en]

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.
Series
Working paper series / Linnaeus University Centre for Labour Market and Discrimination Studies, 2015:10
National Category
Psychology
Research subject
Social Sciences, Psychology
Identifiers
URN: urn:nbn:se:lnu:diva-50620OAI: oai:DiVA.org:lnu-50620DiVA: diva2:911358
Available from: 2016-03-11 Created: 2016-03-11 Last updated: 2016-11-18

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf