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Normpåverkan vid välgörenhetsdonationer: Ett kvantitativt fältexperiment
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
2016 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 300 HE creditsStudent thesisAlternative title
Under the influence : Factors behind charitable giving (Swedish)
Abstract [sv]

Syftet med uppsatsen var att undersöka om människors intentioner att donera pengar påverkas av deskriptiva normer. Följande hypoteser användes: 1) Både sociala närhetsnormer (du agerar som personer du känner samhörighet med gör) och provinsiellas normer (du agerar efter de lokala normer som gäller för platsen du befinner dig på) ökar människors intentioner att donera till välgörande ändamål jämfört med ett standardförfarande där välgörenhetsorganisationen enbart signalerar altruistiska ideal och 2) Sociala närhetsnormer leder till starkare intentioner att donera jämfört med provinsiella normer. En kvantitativ metod har använts, instrumentet var ett självskattningsformulär. Etthundraåttio personer, deltog i studien och blev således tilldelade ett av experimentets tre villkor (social närhetsnorm, provinsiell norm, eller standard villkor). Den provinsiella normen bidrar till en högre frekvens av donationer än standardförfarandet och det sociala närhetsvillkoret. Slutsatsen är att välgörenhetsorganisationer kan ha nytta av att ta hänsyn till och använda sig av provinsiella normer vid insamlingar. 

Abstract [en]

The aim of this study was to examine whether people´s intent to donate money is influenced by descriptive norms. Our hypotheses were as follows: 1) Both the social closeness norm (you behave as people close to you do) and the provincial norm (you behave as the local norms of the location where you are at prescribe) increase people´s self-reported intent to donate money to charity compared to the control group where the welfare organisation only try to activate your altruistic ideals and 2) Social closeness norms induce a stronger intent to donate money compared to provincial norms. A qualitative method has been used and the instrument was a self-report questionnaire. One hundred eighty people participated in the study and were thereby given one of the tree conditions (social closeness norm, provincial norm, or the standard condition). The use of provincial norms leads to a higher donation frequency than the standard condition and the social closeness condition. 

Place, publisher, year, edition, pages
2016. , 32 p.
Keyword [en]
donations, welfare, norms, descriptive norms, provincial norms, social closeness norm, social psychology
Keyword [sv]
donationer, välgörenhet, normer, deskriptiva normer, provinsiella normer, social närhetsnorm, socialpsykologi
National Category
Psychology (excluding Applied Psychology)
Identifiers
URN: urn:nbn:se:lnu:diva-52637OAI: oai:DiVA.org:lnu-52637DiVA: diva2:930468
Educational program
Psychologist Programme, 300 credits
Supervisors
Examiners
Available from: 2016-05-27 Created: 2016-05-24 Last updated: 2016-05-27Bibliographically approved

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Normpåverkan vid välgörenhetsdonationer - Ett kvantitativt fältexperiment(670 kB)80 downloads
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CiteExportLink to record
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