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Using descriptive social norms to increase charitable giving: The power of local norms
Linnéuniversitetet, Fakulteten för Hälso- och livsvetenskap (FHL), Institutionen för psykologi (PSY).ORCID-id: 0000-0001-6134-0058
Linnéuniversitetet, Fakulteten för Hälso- och livsvetenskap (FHL), Institutionen för psykologi (PSY).ORCID-id: 0000-0002-6456-5735
Linnéuniversitetet, Fakulteten för Hälso- och livsvetenskap (FHL), Institutionen för psykologi (PSY).
Linnéuniversitetet, Fakulteten för Hälso- och livsvetenskap (FHL), Institutionen för psykologi (PSY).
2016 (engelsk)Inngår i: Journal of Economic Psychology, ISSN 0167-4870, E-ISSN 1872-7719, Vol. 52, s. 147-153Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

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.

sted, utgiver, år, opplag, sider
2016. Vol. 52, s. 147-153
HSV kategori
Forskningsprogram
Samhällsvetenskap, Psykologi
Identifikatorer
URN: urn:nbn:se:lnu:diva-48487DOI: 10.1016/j.joep.2015.12.007ISI: 000370771000011Scopus ID: 2-s2.0-84953294012OAI: oai:DiVA.org:lnu-48487DiVA, id: diva2:885959
Tilgjengelig fra: 2015-12-21 Laget: 2015-12-21 Sist oppdatert: 2018-02-01bibliografisk kontrollert

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