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Using descriptive social norms to increase charitable giving: The power of local norms
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.ORCID iD: 0000-0001-6134-0058
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.ORCID iD: 0000-0002-6456-5735
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
Linnaeus University, Faculty of Health and Life Sciences, Department of Psychology.
2016 (English)In: Journal of Economic Psychology, ISSN 0167-4870, E-ISSN 1872-7719, Vol. 52, 147-153 p.Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
2016. Vol. 52, 147-153 p.
National Category
Psychology
Research subject
Social Sciences, Psychology
Identifiers
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: diva2:885959
Available from: 2015-12-21 Created: 2015-12-21 Last updated: 2016-11-18Bibliographically approved

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Agerström, JensCarlsson, RickardNicklasson, LindaGuntell, Linda
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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