| 1. |
- Agerström, Jens, et al.
(författare)
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Descriptive social norms and charitable giving : the power of local norms
- 2015
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Rapport (övrigt vetenskapligt/konstnärligt)abstract
- By conducting a field experiment, we examined whether conveying descriptive social norms (e.g., “this is what most people do”) leads to more charitable giving compared to industry standard appeals. Moreover, we examined whether people are more likely to conform to the local norms of one’s immediate environment than to more global norms extending beyond one’s local environment. University students received a charity organization’s information brochure and were asked for a monetary contribution. An experimental descriptive norm manipulation was embedded in the brochure. We found that providing people with descriptive norms increased charitable giving substantially compared with industry standard altruistic appeals (control condition). Moreover, conveying local norms were more effective in increasing charitable giving than conveying global norms. Practical implications for charity organizations and marketing are proposed.
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| 2. |
- Agerström, Jens, 1976-, et al.
(författare)
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Using descriptive social norms to increase charitable giving : The power of local norms
- 2016
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Ingår i: Journal of Economic Psychology. - : Elsevier BV. - 0167-4870 .- 1872-7719. ; 52, s. 147-153
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Tidskriftsartikel (refereegranskat)abstract
- In a field experiment, we examined whether conveying descriptive social norms (e.g., "this is what most people do") increases charitable giving. Additionally, we examined whether people are more likely to conform to the local norms of one's immediate environment than to more global norms extending beyond one's local environment. University students received a charity organization's information brochure and were asked for a monetary contribution. An experimentaldescriptive norm manipulation was embedded in the brochure. We found that providing people with descriptive norms increased charitable giving substantially compared with industry standard altruistic appeals (control condition). Moreover, conveying local norms were more effective in increasing charitable givingthan conveying global norms. Practical implications for charity organizations and marketing are proposed.
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| 3. |
- Lindersson, Linda, et al.
(författare)
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Reassessing the impact of descriptive norms on charitable giving
- 2019
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Ingår i: International Journal of Nonprofit & Voluntary Sector Marketing. - : Wiley-Blackwell. - 1465-4520 .- 1479-103X. ; 24:1, s. 1-6
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Tidskriftsartikel (refereegranskat)abstract
- The usefulness of conveying descriptive norms (“this is what most people do”) for prosocial purposes such as environmental conservation and charitable giving has recently been called into question. Two experiments (N = 748) evaluated the hypothesis that descriptive norms increase people's intentions to donate to charity. Overall, the results supported this hypothesis. Another aim was to examine the robustness of the local norm superiority effect that proposes that the local norms of one's immediate environment are superior to other descriptive norms (global and social identity norms). This hypothesis was not supported. The results suggest that differences between different types of norms are likely to be small.
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